Nowadays, innovation goes so much further than merely products. In order to thrive in this extremely competitive business environment a company needs to innovate its technologies, its business strategies, its business models, and by innovating in research. It is also about reinventing or...

Nowadays, globally, consumers’ expectations have reached a new high, as they expect companies to act responsibly in changing the world. More than often these expectations are not met solely out of the kindness and generosity of corporations, but they are mixed in with corporate social...

Recently, companies have apprehended the fact that customers want more than merely products or services and have proceeded in providing value creation through customer experiences. Experience marketing has emphasized the need to stimulate, entertain and affect consumers at an emotional level in...

The hyper-competition on the higher education market forces universities to focus their creativity and resources towards a unique and valuable asset called network marketing. The existence of such a network, consisting of customers, university and community partners, involves the use of a...

Internal marketing is based on the satisfaction of employees that eventually leads to the retention and attraction of the best employees that help a company succeed in a highly competitive globalized environment. In the context of internal marketing, sustainability would translate into a triple...

The purpose of the paper is to understand and measure consumer's motives as part of the complex mental structure which has as result a certain buying behavior. To achieve this goal, the authors structured the paper in two parts: the first part contains a literature review regarding the concepts...

Marketing used to imply paying for your target audience`s attention. Nowadays, with the development of inbound marketing, marketers have to attract customers with valuable and useful information that will make them eager to buy. The ever-evolving technology has led to an intense focus on inbound...

Marketing used to imply paying for your target audience's attention. Nowadays, with the development of inbound marketing, marketers have to attract customers with valuable and useful information that will make them eager to buy. The ever-evolving technology has lead to an intense focus on...

Nowadays, companies are becoming more and more interested in internal marketing tactics in order to ensure a lower turnover rate, employee engagement and satisfaction. Also, giving the pressure global companies are experiencing from their stakeholders in getting involved in corporate social...

The Internet has unique characteristics that provide ever-changing opportunities for online companies. Due to this technology, nowadays consumers are always on the verge of accepting new online applications or using the web to substitute traditional activities, such as purchasing by switching to...