A brand management framework is routinely advocated in gaining market share leadership within a product market, with consequent advantages accruing to the leading brand. Such a marketing-mix-based approach often fails to explain the absolute dominance of a leader over all other brands,...

The contribution of services to the development of every national economy is in the progress, they becoming the major contributor to the gross national product of most countries. In their turn, the customers become more demanding and powerful in their relationship with service providers. They...

The success in service marketing depends on the new relationships between providers and their customers. The appropriate new marketing is known as Relationship Marketing and looks at actively involving the customer in the many steps of creating value which is later shared between the service...

The future landscape of the business worldwide will have the marketing evolutions as a driver. These evolutions will be the response to the changes of business and marketing environment. The paper aims to analyze both the key trends that are shaping the macro environment, markets and consumers...

The manipulation through advertising became an issue the consumers are facing on almost a regular basis. This practice move away the mission of marketing that of meeting the needs of customers and widens the asymmetries of power between the company and the consumer. Many of manipulative...

The marketing practices of the companies show that not all of them are observing ethical and moral standards and they manipulate the consumers. This paper has as main goal to examine the most usual unethical techniques, the present status of consumers’ power and how more power could work for a...

The constant deterioration of the environment and the bad effects on the quality of life cause many challenges for the businesses, consumers and governments. These require a new philosophy of living and new solutions which must be incorporated in the concept of sustainable development. The goal...

Brand strategy is vital for the succes of the company on the international market. Identity and positionning are critical in order to develop a succesufull brand strategy. These two very important dimensions of any strategy of brand are accompanying every strategical option. Creating and...

The contribution of services to the development of every national economy is in the progress, they becoming the major contributor to the gross national product of most countries. In their turn, the customers become more demanding and powerful in their relationship with service providers. They...

Every time a company goes international, it could confront the complex conglomerate of various conditions and trends of the environment and its own status. This paper aims to propose a systematic analysis of different problems of the internationalization of the company and based on the results,...