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The role of promotional strategies for small and medium- sized entreprises in sustainable marketing

Author

Listed:
  • Ioana Cecilia Popescu

    (Faculty of Marketing, Academy of Economic Studies Bucharest,)

  • Diana Maria Vrânceanu

    (Faculty of Marketing, Academy of Economic Studies Bucharest,)

  • Mihai Ioan Roșca

    (Faculty of Marketing, Academy of Economic Studies Bucharest,)

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.

Suggested Citation

  • Ioana Cecilia Popescu & Diana Maria Vrânceanu & Mihai Ioan Roșca, 2012. "The role of promotional strategies for small and medium- sized entreprises in sustainable marketing," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 15(46bis), pages 97-110, December.
    • Handle: RePEc:rej:journl:v:15:y:2012:i:46bis:p:97-110
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    References listed on IDEAS

    as
    1. World Commission on Environment and Development,, 1987. "Our Common Future," OUP Catalogue, Oxford University Press, number 9780192820808.
    2. Iacob Cătoiu & Diana Maria Vrânceanu & Alina Filip, 2010. "Setting Fair Prices – Fundamental Principle Of Sustainable Marketing," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 12(27), pages 115-128, February.
    3. Yosef Jabareen, 2008. "A New Conceptual Framework for Sustainable Development," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 10(2), pages 179-192, April.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Ioana Cecilia Popescu & Ionel Dumitru & Calin Veghes & Camelia Kailani, 2013. "Marketing communication as a vector of the Romanian small businesses sustainable development," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 15(Special 7), pages 671-686, November.

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    More about this item

    Keywords

    Sustainable marketing; SMEs; Romania; sustainable development; promotional strategy; environment;
    All these keywords.

    JEL classification:

    • D21 - Microeconomics - - Production and Organizations - - - Firm Behavior: Theory
    • L21 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Business Objectives of the Firm
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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