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- Title
The role of promotional strategies for small and medium- sized entreprises in sustainable marketing.
- Authors
Popescu, Ioana Cecilia; Vrânceanu, Diana Maria; Roşca, Mihai Ioan
- Abstract
In Romania, small and medium-sized enterprises manifest a certain interest in marketing activities, resulted in the existence of a specific marketing structure in half of them, as attests a survey done on a sample of 140 organizations. This research, focused on understanding the promotional strategies and tactics used by Romanian small and medium-sized enterprises, concluded that communication is oriented predominantly to quantitative objectives, not designed according to sustainable marketing principles. These organizations are less attracted by innovative communication methods, manifesting a resistance at novelty, caused by the lack of information or by prudence.
- Subjects
SMALL business; SALES promotion; SUSTAINABLE development; MARKETING strategy; BUSINESS information services; ECONOMICS
- Publication
Romanian Economic Journal, 2012, Vol 15, p97
- ISSN
1454-4296
- Publication type
Article