A Model for Relational Marketing

Relational marketing, connects the new type of consumer and society, redefines the meaning ofthe act of buying by taking into account the needs and expectations of the clients. Relationmarketing aims at customer loyalty, becoming more volatile, with higher and more difficultexpectations, as well as attracting customers from new markets. Consumer-oriented, relationalmarketing announces the end of the macro-marketing era and the beginning of the micromarketingera, by replacing macro-segmentation strategies with niche strategies. This article wishes toexplore the means by which people can be attracted by a business so that they become buyers andturn into loyal customers, but also those that can be used to render them. There will be a modelthat includes digital marketing elements that impact on consumers, and they are a key element forany organization

Enhancing Brand Value of Modern Organizations through Digital Marketing Tools and Techniques: A Study on Top Ten Romanian Companies

The role and importance of the brand, in addition to better distinguishing the services or products of a modern organization from those of another, and to create a strong reputation, is also to protect the investments made in the name under which that organization carries on the business and to offer the premises for long-term profitability. The current paper discusses brand value related issues of modern organizations also in regard to their online presence strategies and makes a survey that analyses the top ten companies in Romania that have the strongest brand value. This analysis aims to identify the most important aspects that contribute in building the value of the respective brands from digital marketing tools and techniques (DMTTs) usage perspective. After processing and analysing the results, some observations are made in order to consolidate and improve the current methods of enhancing the value of a brand through DMTTs type of strategies

Predictors of Companies Preferences for Adopting a Proposed Marketing Strategy

Digital marketing has become increasingly popular and even a mandatory component of anorganization's marketing strategy because it covers the entire range of tools, technologies andcommunication channels. Digital marketing involves the use of digital technologies to supportmarketing activities for profitable acquisition and customer retention in a multi-channel process,no matter what the stage of the customer acquisition cycle. Through this article we will look at itsimportance in a company, the benefits of digital marketing and there will be developed hypothesisto improve the marketing strategy, starting from the current situation

The Social Media Perception and Reality-Possible Data Quality Deficiencies between Social Media and ERP.

With the increase of digitalisation, data in social media are often seen as more updated and realistic than the information system representations. Due to the fast changes in the real world and the increasing Big Social media data, there is usually certain misalignment between the social media and information system in the enterprise such as ERP, therefore there can be data deficiencies or data quality problems in the information systems, which is caused by the differences between the external social media and internal information system. In this paper, underpinned by the work of ontological data quality from Wang and Wand 1996, we investigate a set of data quality problems between two representations - Social Media and ERP. We further discuss how ERP system can be improved from the data quality perspective

Perspective of Teachers and Students towards the Education Process during COVID-19 in Romanian Universities

The COVID-19 pandemic has created important changes in all areas, highlighting many vulnerabilities, but also opportunities based on the use of technology. This paper aims to provide an overview of the online educational process from two perspectives—that of students and that of professors from Romanian universities. Data were collected from 844 students from Romanian universities disregarding the area of study. To achieve the main goal of this paper, both qualitative (in-depth interviews) and quantitative methods (surveys) were used, the data being processed using the SPSS Statistical software. The results of this paper highlight the discrepancy between the perspectives of the two parties directly involved in the university educational process. The study shows that the pandemic forced both stakeholders to work harder than before, which negatively affected the way the educational process unfolded, the pleasure of the teaching/learning process, the level of enthusiasm, and sometimes even the academic results. The final conclusions of this paper also highlight the need to make financial investments for the acquisition of licenses to create virtual animations or simulations, as well as for training teachers in their use. Research also indicates that to maintain students’ attention in class, especially online, teachers should use new teaching strategies, such as the use of debates and brainstorming sessions

Analysis of UNESCO ESD Priority Areas’ Implementation in Romanian HEIs

Higher education institutions (HEIs) are adopting sustainable development (SD) in their strategies for the future. The roadmap by UNESCO is the path to follow to reach success. The approach is different for every HEI, thus the objective of this paper is to analyze the current state of education for sustainable development activities provided by HEIs through the eyes of the academic community (responders category: professors, researchers, associate professors). The method to conduct the study was an interview that had 40 enclosed questions and a free part at the end where the responders could bring additional information to the study if they considered it necessary. All the interviews were transcribed and given a code (e.g., RHEI1, RHEI 29) in order to perform the analysis using descriptive statistics with the help of the program MS Office EXCEL. The results showed some areas where the activities provided by HEIs need improvement and also revealed promising aspects through partnerships. Making the values of SD known to the academic and local community will help fulfill the true potential for change and future development. Moreover, the analysis showed the need to educate educators and improve their digital skills and teaching methods/techniques in order to achieve sustainable development. Another result revealed the need for improvements in HEI curricula that will contribute to gaining those skills/abilities that emerging jobs should have

A Perspective Over Modern SMEs: Managing Brand Equity, Growth and Sustainability Through Digital Marketing Tools and Techniques

On their way towards assuring growth and long-term sustainability, many modern small and medium sized enterprises (SMEs) from the European Union have set building a stronger brand as one of their primary goals. To achieve this, an integrated framework for managing the continuous enhancement of their brand equity level by adopting digital marketing tools and techniques (DMTTs), has increasingly become a necessity for most of the modern SMEs. However, even if such an approach provides plenty of benefits, such as better audience targeting and reduction of traditional marketing expenses, implementing these complex processes in their business models poses a series of challenges like choosing the best selection of DMTTs. For this reason, a conceptual model is proposed in the first part of the paper, with the aim to highlight a framework that will help underline the links between DMTTs and other key elements that can provide an increase in brand equity of SMEs, thus contributing to growth and enhancing the sustainability level. Following the proposed model, research aimed at two main directions has been conducted in the second part. The first direction was to analyze the degree in which modern SMEs from the European Union located in Romania dedicate themselves toward embracing sustainability goals and principles. The second one represents an analysis using also the SPSS software solution on the most used selections of DMTTs mentioned in the presented conceptual model. The results obtained provide a starting point for those modern SMEs that choose to follow the path of sustainability by creating and enhancing their brand equity through DMTTs