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Personal Brand Marketing, A Necessity For The Corporate Differentiation In The Context Of The Globalization Of Society

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Author Info

  • Corina Anamaria IOAN

    (Scoala Doctorala de Economie si Administrarea Afacerilor, Universitatea Al. I. Cuza Iasi, Romania)

  • Florin-Alexandru LUCA

    ("Gheorghe Asachi" Technical University of Iaşi, România)

  • Constantin SASU

    (Al.I. Cuza" University of Iasi, România)

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    Abstract

    Offering from the point of view of its characteristics and also interesting to analyze is what the specialists call ‘brand’. This term is relatively new in the area of marketing, and it stirs interest especially as far as its two components are concerned: the situation of the contemporary society, on the one hand, and the marketing, i.e. the efforts the corporation undertakes in order to be chosen by the clients, on the other. The peculiarities and, at the same time, the variables of each brand reside in the economic, social, educational, financial, political, religious or any other type of specificities, that are different first and foremost from one product to another, but also from country to country, and we could even add, from region to region.

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    Bibliographic Info

    Article provided by Editorial Department, Fundația Română pentru Inteligența Afacerii in its journal Management Intercultural.

    Volume (Year): (2014)
    Issue (Month): 30 (April)
    Pages: 102-115

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    Handle: RePEc:cmj:interc:y:2014:i:30:p:102-115

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    Web page: http://bxb.ro/

    Related research

    Keywords: Personal marketing; Brand Personal; brand; Globalization;

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