In today’s higher education landscape, college and university leaders may wellconsider principles of brand management to assure their positions vis-à-vis their competitors.Although considerable differences between higher education and product brands exist, there aresufficient similarities to...

Recent studies have shown that most of our purchasing choices and decisions are theresult of a careful analysis of the advantages and disadvantages and of affective and emotionalaspects. Psychological literature recognizes that the emotional conditions are always present andinfluence every stage...

Among internet users surveyed, 63% declares a negative attitude towardsadvertisements placed in the Internet [3]. At the same time, the value of advertising market in theInternet in Poland has a colossal potential. The internet advertisement will appeal to Internauts ifthe form of its content is...

Construction market has a tremendous impact on our national economy. Whathappens in the construction industry reflects society's demands, both from a perspective ofdemographic trends and especially of the financing. The current economic slowdown requires toreview the way marketing is done. The...

In the recent years, competitiveness has become one of the common conceptsemployed to approach and describe the sustainable development of the travel and tourism industry.Competitiveness of the travel and tourism industry, like of the tourist destinations, is defined takinginto consideration a...

The marketing needs of the Romanian companies are very diversified, commencingwith the research of the needs and demand on the target market, going down to the 4Ps (Product,Price, Promotion and Placement) and their components. The present marketing research was performed using 11 categories of...

Tourism is an activity carried on by individuals, which is usually enjoyed, and tobetter understand this economic phenomenon we must understand the person’s behaviour – thepsychology of tourists and of those who could become tourists. Knowing how individuals makedecisions and how they...

The marketing contributes to the conquest and sell of products and services to clients. Besides these actions, the development of banks is greatly based on their capacity to keep their clients and to create a favorable image for the future objects by means of verbal communication. We often hear...

Each of the classical marketing mix policies get specific meanings and characteristics in retail. Some of the authors suggest their accurate transposition in retail, meanwhile others highlight those elements derivate from the service marketing mix. There is also the tendency of outlining the...

E-marketing is a generally accepted concept, due to its advantages compared to other marketing mechanisms: it is faster, more efficient, more intelligent and less expensive. The option for e-marketing is also enforced by its flexibility with which it addresses potential clients. Moreover,...