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Organizarea demersului publicitar in contextul pietelor internationale: intre filosofia corporativa si conditiile de piata

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Author Info
Bogdan Nichifor () (University of Bacau)
Luminita Zait (University of Bacau)
Ioana Barin (University of Bacau)

Additional information is available for the following registered author(s):

Abstract

Publicitatea reprezinta cea mai vizibila forma a comunicatiei de marketing, ca si cel mai important instrument strategic de la nivelul mixului promotional. Printre cele mai importante decizii care trebuie luate in legatura cu publicitatea internationala se numara: standardizarea sau adaptarea publicitatii internationale, centralizarea sau descentralizarea deciziei publicitare, selectarea agentiei de publicitate si relatia anuntator – agentie, regulamentele ce privesc publicitatea. Toate aceste decizii, in ceea ce priveste publicitatea internationala, se fundamenteaza pe intelegerea pietelor externe, prin tot ce presupune acest lucru – o buna definire a asteptarilor si dorintelor consumatorilor dublata de identificarea solutiilor optime pentru rezolvarea, in conditii de profitabilitate, a acestor asteptari.

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File URL: http://www.edumark.ase.ro/RePEc/rmko/4/7.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): 4 (October)
Pages: 45-51
Download reference. The following formats are available: HTML, plain text, BibTeX, RIS (EndNote), ReDIF
Handle: RePEc:ase:journl:v:1:y:2007:i:4:p:45-51

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

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Related research
Keywords: centralizare descentralizare obiective corporative uniformitate a produsului orientare globala orientare locala forte legislative industria publicitatii centralization decentralization corporate objectives product uniformity cultural conditioning global orientation local orientation legislation forces advertising industry

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.

This information is provided to you by IDEAS at the Department of Economics, College of Liberal Arts and Sciences, University of Connecticut using RePEc data on a server sponsored by the Society for Economic Dynamics.