Brand management in the context of implementing the "community trademark" concept

When making decisions concerning products and their brands, marketers have to take into account the politico-legislative environment. This environment consists of laws and governmental bodies which influence and limit the actions of different organisations and companies. The business legislation has developed in the course of time, making it, nowadays, possible to talk about a more significant legal component of marketing. A legal form of protection, offered by the legislative system, against unfair competition is the trade mark. The brand is a sign or a clue, which can be graphically represented, making it possible to distinguish between different similar products or services that are part of the same category, which can be registered making it possible this way for the owner to obtain exclusive rights and protection. From this perspective and also due to its capability to identify the product and its quality, the brand administration becomes an all-important marketing tool.brand, brand protection, community trademark.

Marketing Recommender Systems: A New Approach in Digital Economy

Marketing information systems are those systems which make the gathering, processing, selection, storage, transmission and display of coordinated and continuous internal and external information. Includes systematic and formal methods used for managing all of an organization's information market. Recommendation systems are those systems that are widely used in online systems to suggest items that users might find interesting. These recommendations are generated using in particular two techniques: content-based and collaborative filtering. This paper aims to define a new system, namely Marketing Recommender System, a system that serves marketing and uses techniques and methods of the digital economy

Employers’ Perception Of Competences Acquired Through Academic Marketing Training In Knowledge Based Economy

One of the current concerns of the academic environment in economics is highlighting the importance of competences that higher education graduates should display when they step across the threshold of the real economy. To this effect, the identification of those competences which are compatible with the needs of the real economy may serve as a solid basis for developing adequate curricula and obtaining remarkable educational outcomes reflected in the graduates’ performance as entry level employees. It is undeniably true that the said competences must meet the standards set by the real economy or by the regulations of accreditation bodies. The process by which these standards are defined or identified requires a strong sense of coherence between the academic curriculum and the needs of employers, as basis for the graduates’ comprehensive training in knowledge based economy. In this context, we set to conduct an exploratory research by means of which we may emphasize how the corporate world perceive the marketing training received by the entry-level employees as graduates of professional higher education institutions, and how to adjust the curriculum to improve graduates employability. The survey was conducted by using the face-to-face questionnaire administration. Data were collected in the Transylvania counties during October 2010, as part of a field survey. The employer’s perception, as highlighted by the answers received from the surveyed corporate entities, gives us reasons to state that practical experience cannot be substituted for the academic training in knowledge based economy; it can, however, strengthen its fundamental role in establishing the guidelines of moral and professional conduct such as learning and the theoretical approach to some practical situations of the real economy. Moreover, we appreciate that a continuous correlation between the practical needs and the academic training is imperative.competences, academic curricula, marketing training, perception, graduates

COMPETENCES ACQUIRED BY GRADUATES THROUGH MARKETING HIGHER EDUCATION - FINDINGS FROM THE EMPLOYERS' PERSPECTIVE

The primary purpose of the economic higher education in providing the graduates with marketing competences is to train them for employment. In light of the said objective, two important aspects must be taken into account by educators. First, the gap between theory and practice must be eliminated. Secondly, educators must select and provide the competences required by employers so that new graduates may obtain employment matching up to their training. The purpose of the present study is to highlight the main dimensions which define employers' perception of the marketing competences developed by the graduates whom they have employed. The starting point of the present scientific endeavour is the evaluation of the variables which define the transversal competences and the marketing-specific competences.competences, curriculum, employers, evaluation, quality assurance

NEUROMARKETING – GETTING INSIDE THE CUSTOMER’S MIND

Neuromarketing is a relatively new concept which has developed as a consequence of accepting, by an increasing number of persons, the idea that there isn’t an objective reality and that the entire world is actually inside our mind, it is the sum of our exneuromarketing, fMRI(functional Magnetic Resonance Imaging) technology, “buy button”

A EVALUATION OF CONSUMER’S PREFERENCES IN THE CLUJ-NAPOCA RETAIL MARKET BASED ON A MULTINOMIAL LOGIT MODEL

A long period of time investors were interested in the Bucharest market, butthe need for investment in the rest of the country, coupled with the highpotential markets present there, resulted in increasingly more investorsinterested in Romania, switching to provincial cities. The applicationpresented in this paper involves clients of several types of retail storespresent in the commercial area of Cluj-Napoca. The results obtained in thestudy, through the multinomial logit model, show different aspects of theclient’s behaviour from the Romanian retail market

Employers' Perception Of Competences Acquired Through Academic Marketing Training In Knowledge Based Economy

One of the current concerns of the academic environment in economics is highlighting the importance of competences that higher education graduates should display when they step across the threshold of the real economy. To this effect, the identification of those competences which are compatible with the needs of the real economy may serve as a solid basis for developing adequate curricula and obtaining remarkable educational outcomes reflected in the graduates’ performance as entry level employees. It is undeniably true that the said competences must meet the standards set by the real economy or by the regulations of accreditation bodies. The process by which these standards are defined or identified requires a strong sense of coherence between the academic curriculum and the needs of employers, as basis for the graduates’ comprehensive training in knowledge based economy. In this context, we set to conduct an exploratory research by means of which we may emphasize how the corporate world perceive the marketing training received by the entry-level employees as graduates of professional higher education institutions, and how to adjust the curriculum to improve graduates employability. The survey was conducted by using the face-to-face questionnaire administration. Data were collected in the Transylvania counties during October 2010, as part of a field survey. The employer’s perception, as highlighted by the answers received from the surveyed corporate entities, gives us reasons to state that practical experience cannot be substituted for the academic training in knowledge based economy; it can, however, strengthen its fundamental role in establishing the guidelines of moral and professional conduct such as learning and the theoretical approach to some practical situations of the real economy. Moreover, we appreciate that a continuous correlation between the practical needs and the academic training is imperative

Development of an Instrument for Measuring Student Satisfaction in Business Educational Institutions

As the number of prospective students decreases and competition intensifies, student satisfaction should be a core element of the universities' marketing strategy. Students' satisfaction is influenced by the degree to which higher education institutions meet or exceed their expectations. Higher education managers in general and business higher education managers in particular need to determine the students' level of satisfaction in order to assess their performance. This, however, is difficult to achieve because satisfaction is an abstract concept and no clear consensus exists over its definition and measurement. Although, on account of education's complexity and peculiarities, the investigation of satisfaction with educational services has been laborious, the literature review reveals a growing number of papers dealing with this issue. These papers consider the factors affecting satisfaction mostly as individual coefficients and ignore the latent relationships between constructs. However, since the determinants of partial student satisfaction simultaneously manifest in the overall satisfaction, it may be considered that an individual approach to them, would partially cover the issue being studied. For this reason, the purpose of this paper is to develop a model for measuring student satisfaction with business education services, a model which should be approached holistically and whose latent structure should be taken into account. The proposed measurement tool, based on the study of the literature, was tested on the students of a business educational institution and the results confirm the goodness-of-fit, reliability and validity of the model. The developed tool encompasses a number of factors that allow the assessment of student satisfaction with a wide range of services provided by business education institutions and relate to: educational process (syllabus, training of teaching staff, examination policy), administrative staff, admission process (information, staff), management of the faculty, image of the faculty, library, general information, cafeteria, campus climate, tutors, collaboration between faculty and business environment, international cooperation, leisure activities supported by the faculty

Scientometric approach of productivity in scholarly economics and business

Some scientometric studies attempt to explain the factors affecting a country’s scientific output, which is usually measured by proxy variables such as the number of articles and citations in internationally-renowned journals. This paper highlights the main drivers for scientific output in economics and business, namely, financing of education and research, population size, the number of scholarly journals and English as the official language. We use multiple OLS regressions and data provided by Web of Knowledge and the World Bank covering 56 nations. The study also highlights the relationship between scientific output and the efficiency in using the research funding. The rankings of sample countries show that there is a learning process at national level, the output being doubled by efficiency

Azimuthal anisotropy of charged jet production in root s(NN)=2.76 TeV Pb-Pb collisions

We present measurements of the azimuthal dependence of charged jet production in central and semi-central root s(NN) = 2.76 TeV Pb-Pb collisions with respect to the second harmonic event plane, quantified as nu(ch)(2) (jet). Jet finding is performed employing the anti-k(T) algorithm with a resolution parameter R = 0.2 using charged tracks from the ALICE tracking system. The contribution of the azimuthal anisotropy of the underlying event is taken into account event-by-event. The remaining (statistical) region-to-region fluctuations are removed on an ensemble basis by unfolding the jet spectra for different event plane orientations independently. Significant non-zero nu(ch)(2) (jet) is observed in semi-central collisions (30-50% centrality) for 20 <p(T)(ch) (jet) <90 GeV/c. The azimuthal dependence of the charged jet production is similar to the dependence observed for jets comprising both charged and neutral fragments, and compatible with measurements of the nu(2) of single charged particles at high p(T). Good agreement between the data and predictions from JEWEL, an event generator simulating parton shower evolution in the presence of a dense QCD medium, is found in semi-central collisions. (C) 2015 CERN for the benefit of the ALICE Collaboration. Published by Elsevier B.V. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).Peer reviewe