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Semnificatii ale comportamentului consumatorului in elaborarea strategiei de promovare a unei marci

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Author Info
Iacob Catoiu () (School of Marketing, Academy of Economic Studies)
Sanda Pantazi
Abstract

Optiunea pentru o anumita strategie de promovare are la baza cunoasterea caracteristicilor consumatorilor de pe piata tinta. In acest caz, nu se poate vorbi despre o influenta semnificativa a comportamentului consumatorului asupra strategiei de promovare. Influenta este, mai degraba, dinspre strategia de promovare spre manifestarile comportamentale ale consumatorului.

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File URL: http://www.edumark.ase.ro/RePEc/rmko/1/1.pdf
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Publisher Info
Article provided by Academy of Economic Studies, School of Marketing in its journal Revista de Marketing Online (Journal of Online Marketing).

Volume (Year): 1 (2007)
Issue (Month): 1 (January)
Pages: 2-5
Download reference. The following formats are available: HTML, plain text, BibTeX, RIS (EndNote), ReDIF
Handle: RePEc:ase:journl:v:1:y:2007:i:1:p:1-4

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Web page: http://www.edumark.ase.ro

For technical questions regarding this item, or to correct its listing, contact: (Mihai Orzan).

Related research
Keywords: consumer behaviour comportamentul consumatorului promotion brand promotion strategy promovare marca strategii de promovare

Find related papers by JEL classification:
M30 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - General

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This page was last updated on 2008-11-20.

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