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Marketing strategies used in crisis - study case

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  • Nistorescu, Tudor
  • Puiu, Silvia

Abstract

The economic and financial crisis affected all the economic sectors, spreading all over the world. The retail sector had to adapt to their customers ´preferences and needs, which according to Ang, Leong & Kotler (2000) change in times of financial crisis. The purpose of this paper was to examine how Romanian retailers adapt their marketing strategies to the changing consumer buying behavior during the financial crisis.A qualitative method was chosen for this research, and the empirical data was gathered from two companies in the Romanian retail sector: Real Hypermarket and Carrefour. Primary data was collected through annual information from their websites, annual reports and different articles. Both companies observed some changes in the behavior and preferences of their customers, so they implemented some marketing strategies during the crisis. The research is useful for companies being in a similar situation, in order to see how the crisis can be managed.

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Bibliographic Info

Paper provided by University Library of Munich, Germany in its series MPRA Paper with number 17743.

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Date of creation: 09 Oct 2009
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Handle: RePEc:pra:mprapa:17743

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Keywords: strategy; retail; Carrefour; Real; hypermarket;

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Cited by:
  1. Sergiu, Gojinetchi, 2012. "在全球金融危机阴影下的消费者权益保护 - 欧盟,摩尔多瓦共和国和中华人民共和国的消费者权益保护的未来之路的研究 -
    [Consumer Protection in the Shadow
    ," MPRA Paper 36796, University Library of Munich, Germany.
  2. Gojinetchi, Sergiu, 2012. "Consumer protection in the shadow of the global financial crisis - a study on the way forward of consumer protection in European Union, Republic of Moldova and P.R. of China -," MPRA Paper 36630, University Library of Munich, Germany.

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