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- Title
Evaluation of the impact of innovation processes and activities on Romanian retailers and consumers through marketing methods and techniques.
- Authors
BĂLĂŞESCU, Marius
- Abstract
Through this study we propose, with the help of specific marketing methods and techniques, to assess the impact of innovation processes and activities, both from the retailing and consumers perspective. To the basis of these evaluations are the results of two market studies, one conducted among retailers in Brasov (Romania) and one conducted among retail consumers from the same city.
- Subjects
INNOVATIONS in business; RETAIL industry; MARKETING strategy; CUSTOMER relations; MARKETING management; MARKETING models; MARKETING planning; MARKETING research
- Publication
Bulletin of the Transilvania University of Brasov, Series V: Economic Sciences, 2015, Vol 8, Issue 2, p19
- ISSN
2065-2194
- Publication type
Article