Till the last years, the product specialist or the marketing responsible could be glad of the classical analysis of their markets. Today, it becomes much more difficult to limit to this type of analysis. As a consequence, the markets become more tight, the competition acts more rapid, the...

Today, taking part in competing for prospective students, the university should create visible differences in their services to potential customers. Therefore there is a need not only to develop a strategy, but also in the application of strategic marketing tools that would help to use the...

The Bologna process initiated a series of changes in the Romanian higher education structure, such that it will become comparable and compatible with the higher education systems from the other countries which signed the Bologna Declaration, in 1999. Implementing this process requirements and...

In the present stage of the Romanian national economy, in the context of the continualchanges caused by globalization and by the market dynamics in the context of the internationaleconomic crisis, in order to assure the success and the competitive advantage for one‘s ownbusiness, it is...

Small and medium-sized companies in the investment goods industry find themselves more and more often confronted with radical changes in the conditions of their business environments. The access to one dimensional growth just by selling physical products is becoming increasingly limited....

Theme The strategic marketing phase is one of systematic and continuous analysis of market needs in which the concepts of high performance products or services are developed, further provide the qualitative difference to customer, and which target different categories of consumers, ensuring...

Knowledge is a long-term process which consists in acquiring information throughout life. We live in an era of technologic dynamism, where information means power. The organizations which are strategically oriented towards the individual knowledge of their customers, of their needs, the large...

In a dynamic tourism industry, the tourism market which is becoming increasingly competitive, business success of one destination directly depends upon in advance programmed objectives and ways of their implementation. Turbulent changes, tendencies and trends in the part of tourism demand and on...

The consumer’s perception of the marketing company’s activities is represented by the positioning strategy. The positioning process consists of approaching the market’s segments in different ways, with deferent’s offer, using three fundamentals strategies: strengthen the current company...

At present, due to the highly competitive environment and a more than ever demanding customer, the marketing approaches considered by the small and medium enterprises (SMEs) must be split into strategic and tactical tools. The first ones must outline the directions, objectives and paths...