Romanian academic marketing. Present and perspectives

This study examines the evolution of the marketing topics in the academic curriculum of the Romanian universities. It is a historical insight into the now well developed field of study: Marketing. In the same time it is a tribute to our professors and researchers who devoted their efforts in developing a new and powerful academic domain.management, marketing, marketing school, Bologna process.

A QUALITATIVE RESEARCH REGARDING THE MARKETING COMMUNICATION TOOLS USED IN THE ONLINE ENVIRONMENT

Starting from the meaning of the communication process in marketing, the authors try to identify its role in assuring the continuity of the management process in what concerns the relationships between all the partners of the company, on the long term. An emphasis is made on the role of online communication and its tools in relationship marketing. In order to validate some of the mentioned ideas the authors have chosen to undertake a qualitative marketing research among the managers of some Romanian tourism companies. The qualitative part of the study had as purpose the identification of the main tools which form the basis of the communication with the beneficiaries of the touristic services, of the way in which the companies use the online communication tools for attracting, keeping and developing the long term relationships with their customers in the virtual environment. The following tools have been analyzed: websites, email marketing campaigns, e-newsletters, online advertising, search engines, sponsored links, blogs, RSS feed, social networks, forums, online discussion groups, portals, infomediaries and instant messaging. The chosen investigation method was the selective survey, the research technique - explorative interrogation and the research instrument - semi structured detailed interview, based on a conversation guide. A very important fact is the classification resulted after the respondents were requested to mention the most efficient tools for attracting customers and for maintaining the relationships with them. Although the notoriety of the online marketing tools is high, there are some tools that are known by definition, but are not used at all or are not used correctly; or are not known by definition, but are used in practice. The authors contributed by validating a performing methodology of qualitative research, a study which will open new ways and means for making the online communication tools used for touristic services in Romania more operational. It is to be mentioned that the chosen domain of application has not yet been researched within the national literature. The qualitative research results will form the basis for a quantitative study among the consumers of touristic services in order to identify their opinion in what concerns the usage of online marketing tools by the tourism companies in maintaining the relationships with them.Relationship Marketing, CRM, Online Marketing Communication, Market Research

Strategic views regarding the relationship marketing approach and the transactional marketing approach within the financial and banking segment

The study discusses the strategic aspects of relational marketing in the financial and banking sector, from the point of view of the influences the field is subject to, and based on the theoretical advances in the domain. The maintenance of the relationships with the present customers, as well as the future oriented attempts to gain new clients are critically examined, in the context of a field where “a banker’s word is a banker’s bond”.relationship marketing, financial and banking sector, strategic marketing.

PARTICULARITIES OF THE MARKETING ACTIVITY IN THE INSURANCE INDUSTRY

In the insurance industry there is a new way of thinking which determined the passage from transactional marketing to a holistic marketing concept. In this paper five key elements of holistic marketing are presented: relationship marketing, integrated marholistic marketing in insurance, relationship marketing, integrated marketing, internal marketing, social responsibility marketing, international marketing, trust, customer loyalty, crisis

A new paradigm in contemporary marketing: relational marketing

Taking into account the main, already established marketing orientations the present article aims at stressing the dominant characteristic of contemporary marketing that it presents as a new paradigm of the last two decades. By emphasizing the meaning of relationship capital as fundamental organizational asset the connection between this concept and the one of relationship marketing is being marked. A review of the theoretical backgrounds corresponding to the managerial schools that contributed to the shaping of the concept brought forward is presented further on. The study stresses the multifunctional and interactive character of the relationship marketing and aims at defining it in close connection with the practical requests. The applicative semnifications implied for the Romanian enterprise through the application of the new paradigm within the business environment ends the undertaken approach.customer orientation; relationship marketing; relationship capital; interactive marketing; customer lifetime value.

Typological aspects of retailers on the background of market concentration

Recent evolution of the market globalization, accompanied by rougher competition, implies adaptation of the traders to this new reality. Their work policy will have to attract more consumer segments using the various types of retail and wholesale trade stores. Moreover emphasis is to be put on “reorientation” of demand - especially from young consumers - towards the forms of the stationary trade, impressive by its comfort and simplicity of acquisition.non-stationery trade, trade unit, wholesaler, retailer.

The marketer-a complex specialist, a man of concept, decision and action

Over the last fifty years, the theory and practice of contemporary marketing have been influenced by the focus of its applicative approach over a major landmark of the business world. A short characterization of its different orientations, from consumer oriented marketing to holistic marketing, can only lead to the conclusion regarding the formative complexity of the specialist working in this field. The profile of this specialist is to be understood in such a manner as to have a competitive response, based on the decisions he/she must make, in random and undetermined decisional circumstances. His/her inclusion in lucrative activities, the level of financial motivation and the requests to be confronted with are analyzed in the context of the working force market in Romania. The formative role played by the upper echelon of the Romanian school over future marketers is also emphasized.holistic marketing, marketer, key account manager, Romanian academics marketing

A HOLISTIC APPROACH OF RELATIONSHIP MARKETING IN LAUNCHING LUXURY NEW PRODUCTS

On the basis of increased complexity of the exchange mechanism, at the beginning of the third millennium the contemporary marketing suffers some physiognomic changes. Holistic orientation of the contemporary marketing is imposed by the new dimensions therelationship marketing, holistic marketing, luxury marketing, residential complex, research on perception of luxury

Vertical Aliances between Retail and Manufacturer Companies in the Fashion Industry

While vertical firms dominate the fashion markets worldwide since years, only little research is done on vertical alliances between non-vertical retailer and manufacturing companies in this sector. These paper analyses vertical alliances from the perspective of 98 traditional fashion retailers and 104 fashion manufacturers. Based on a process oriented value chain approach, the results show how primary market and supply chain oriented value chain activities are viewed in the context of alliances, particularly in terms of own competence, perceived potential for co-operation, and the level of co-operation achieved. The data show that retailers and manufacturers see co-operation potentials in value chain activities with both low and high levels of own competence. Secondly the data show that co-operation potentials identified by both partners and the co-operation levels achieved differ. Third the data show the relation between the co-operation levels achieved in the value chain activities and the degree of success in turnover, costs, and time-to- market.fashion retail, value chain, vertical alliances, co-operation