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Promotion Strategies And Their Efficiency In The Case Of Branding Transylvania As A Tourist Destination

Author

Listed:
  • SMARANDA COSMA

    (Faculty of Business, Babes-Bolyai University, Cluj-Napoca, Romania)

  • MONICA MARIA COROS

    (Faculty of Business, Babes-Bolyai University, Cluj-Napoca, Romania)

Abstract

The current paper is dedicated to present the promotion strategy (the international marketing and communication plans) and the evaluation of the branding implementation process [both referring to Transylvania]. The steps that we considered to undertake were the implementation of the brand and the communication strategies, the evaluation of the results, and the periodical adjustment of the strategy. In order to be able to fulfill our objective of promoting the brand Transylvania, the Heart of Europe – International Multicultural Ecotourism Destination, we consider that three strategies are needed. For ensuring an efficient implementation of the strategies, we need also to consider testing and evaluating them.

Suggested Citation

  • Smaranda Cosma & Monica Maria Coros, 2005. "Promotion Strategies And Their Efficiency In The Case Of Branding Transylvania As A Tourist Destination," JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, Babes-Bolyai University, Faculty of Business.
    • Handle: RePEc:bbn:journl:2005_2_10_cosma
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    File URL: http://tbs.ubbcluj.ro/RePEc/bbn/journl/2005_2_10_Cosma.pdf
    File Function: Revised version, 2005
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    More about this item

    Keywords

    promotion strategies; barnding; Transylvania;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • P48 - Political Economy and Comparative Economic Systems - - Other Economic Systems - - - Legal Institutions; Property Rights; Natural Resources; Energy; Environment; Regional Studies

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