Marketing communication as a vector of the Romanian small businesses sustainable development
Taking into account that sustainable development of organization’s business depends largely on the quality of the relationships it builds on long-term and marketing communication plays a key role in this process, the purpose of this article is to give a perception of SMEs customers regarding their w...
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| Format: | Article |
| Language: | English |
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Editura ASE
2013-11-01
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| Series: | Amfiteatru Economic |
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| Online Access: | http://www.amfiteatrueconomic.ro/ArticolEN.aspx?CodArticol=1233 |
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| author | Ioana Cecilia Popescu Ionel Dumitru Călin Vegheş Camelia Kailani |
| author_facet | Ioana Cecilia Popescu Ionel Dumitru Călin Vegheş Camelia Kailani |
| author_sort | Ioana Cecilia Popescu |
| collection | DOAJ |
| description | Taking into account that sustainable development of organization’s business depends largely on the quality of the relationships it builds on long-term and marketing communication plays a key role in this process, the purpose of this article is to give a perception of SMEs customers regarding their way to communicate. The results of the research conducted for this purpose may be considered by consultants and decision makers in small and medium enterprises to set up communication programs likely to produce favorable results in the light of sustainable development. Considered to have an important role in generating a prosperous economy, SMEs should be encouraged in the process of increasing competitiveness in a sustainable manner, including by providing leverage to enable them to make better use specific tools of marketing communication. The study shows that the most used tools are not necessarily the most appropriate, in terms of customers. Therefore, in order to promote sustainable development of business, small and medium enterprises must learn to choose the most appropriate ways of marketing communication, ensuring strengthen relationships with customers and gain competitive advantage. |
| format | Article |
| id | doaj-art-c4ff35cf6a9f4f0b8e19227a7f5f5b75 |
| institution | OA Journals |
| issn | 1582-9146 2247-9104 |
| language | English |
| publishDate | 2013-11-01 |
| publisher | Editura ASE |
| record_format | Article |
| series | Amfiteatru Economic |
| spelling | doaj-art-c4ff35cf6a9f4f0b8e19227a7f5f5b752025-08-20T02:18:47ZengEditura ASEAmfiteatru Economic1582-91462247-91042013-11-0115Special Issue 7671686Marketing communication as a vector of the Romanian small businesses sustainable developmentIoana Cecilia Popescu0Ionel Dumitru1Călin Vegheş2Camelia Kailani3Bucharest University of Economic Studies, RomaniaBucharest University of Economic Studies, RomaniaBucharest University of Economic Studies, RomaniaBucharest University of Economic Studies, RomaniaTaking into account that sustainable development of organization’s business depends largely on the quality of the relationships it builds on long-term and marketing communication plays a key role in this process, the purpose of this article is to give a perception of SMEs customers regarding their way to communicate. The results of the research conducted for this purpose may be considered by consultants and decision makers in small and medium enterprises to set up communication programs likely to produce favorable results in the light of sustainable development. Considered to have an important role in generating a prosperous economy, SMEs should be encouraged in the process of increasing competitiveness in a sustainable manner, including by providing leverage to enable them to make better use specific tools of marketing communication. The study shows that the most used tools are not necessarily the most appropriate, in terms of customers. Therefore, in order to promote sustainable development of business, small and medium enterprises must learn to choose the most appropriate ways of marketing communication, ensuring strengthen relationships with customers and gain competitive advantage.http://www.amfiteatrueconomic.ro/ArticolEN.aspx?CodArticol=1233Marketing communicationsustainable developmentsustainable businesspromotional toolsSMEsRomania |
| spellingShingle | Ioana Cecilia Popescu Ionel Dumitru Călin Vegheş Camelia Kailani Marketing communication as a vector of the Romanian small businesses sustainable development Amfiteatru Economic Marketing communication sustainable development sustainable business promotional tools SMEs Romania |
| title | Marketing communication as a vector of the Romanian small businesses sustainable development |
| title_full | Marketing communication as a vector of the Romanian small businesses sustainable development |
| title_fullStr | Marketing communication as a vector of the Romanian small businesses sustainable development |
| title_full_unstemmed | Marketing communication as a vector of the Romanian small businesses sustainable development |
| title_short | Marketing communication as a vector of the Romanian small businesses sustainable development |
| title_sort | marketing communication as a vector of the romanian small businesses sustainable development |
| topic | Marketing communication sustainable development sustainable business promotional tools SMEs Romania |
| url | http://www.amfiteatrueconomic.ro/ArticolEN.aspx?CodArticol=1233 |
| work_keys_str_mv | AT ioanaceciliapopescu marketingcommunicationasavectoroftheromaniansmallbusinessessustainabledevelopment AT ioneldumitru marketingcommunicationasavectoroftheromaniansmallbusinessessustainabledevelopment AT calinveghes marketingcommunicationasavectoroftheromaniansmallbusinessessustainabledevelopment AT cameliakailani marketingcommunicationasavectoroftheromaniansmallbusinessessustainabledevelopment |