Currently, because of the evolution in the knowledge-based society, the marketing reveals another dimension, the one of relational marketing, which represents the special relationship established between the company and its consumers, with win-win advantages over a long period. In these...

This research intends to study the interface of key concepts of Marketing and Quality in relation to Fast Moving Consumer Goods (FMCG) Customers. Marketing variables i.e. product, price, place and promotion are exogenous variables, quality perception is the endogenous variable whereas Word of...

In the paper, the market and their variables are described, creating the environment in which companies interact. The methodology of market analysis is given as the way to penetrate into new market. It starts with analysis of macro and micro environment of the company, than analyse the...

The paper aims to highlight the strategic planning role and place in bank marketing, define the concepts of strategic planning and marketing planning and the tactical planning, marketing plan and marketing program. <p>In this context, the author emphasize the strategic marketing planning process...</p>

The process of strategic planning has been addressed by many authors in the international specialty literature, aspects as planning’s typology, stages or advantages for companies having been analysed and described in various management - marketing scientific articles or books. The present...

Formal planning can yield many benefits for all types of companies but many companies are experiencing difficulties with marketing planning. It has been recognized that expert systems would bring benefits to companies by helping them make better strategic plans, but the development of expert...