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Marketing communication as a vector of the Romanian small businesses sustainable development

Author

Listed:
  • Ioana Cecilia Popescu

    (The Bucharest University of Economic Studies)

  • Ionel Dumitru

    (The Bucharest University of Economic Studies)

  • Calin Veghes

    (The Bucharest University of Economic Studies)

  • Camelia Kailani

    (The Bucharest University of Economic Studies)

Abstract

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.

Suggested Citation

  • Ioana Cecilia Popescu & Ionel Dumitru & Calin Veghes & Camelia Kailani, 2013. "Marketing communication as a vector of the Romanian small businesses sustainable development," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 15(Special 7), pages 671-686, November.
  • Handle: RePEc:aes:amfeco:v:3:y:2013:i:special7:p:671-686
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    References listed on IDEAS

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    2. Michal Lukáč & Katarína Stachová & Zdenko Stacho & Gabriela Pajtinková Bartáková & Katarína Gubíniová, 2021. "Potential of Marketing Communication as a Sustainability Tool in the Context of Castle Museums," Sustainability, MDPI, vol. 13(15), pages 1-16, July.
    3. Šimičević, Vanja & Jurić, Višnja & Ćurlin, Tamara, 2020. "Fear at Delivering Presentations: Relations to Age," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2020), Virtual Conference, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Virtual Conference, 10-12 September 2020, pages 37-49, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    4. Cristina Raluca Popescu & Veronica Adriana Popescu & Gheorghe N. Popescu, 2015. "The Entrepreneur`s Role in the Performance Growth of the Financial Audit Activity in Romania," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(38), pages 228-228, February.
    5. Olimpia Iuliana BAN & Paul IACOBAÅž & Alexandru Mircea NEDELEA, 2015. "Marketing Research Regarding Tourism Business Readiness For Eco-Label Achievement. Case Study: Natura 2000 Criåžul Repede Gorge-Pä‚Durea Craiului Pass Site, Romania," Revista de turism - studii si cercetari in turism / Journal of tourism - studies and research in tourism, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 20(20), pages 1-3, December.
    6. Kallier Safura Mohamed, 2017. "The focus of marketing communication efforts of smes within south Africa," Management & Marketing, Sciendo, vol. 12(1), pages 140-154, March.
    7. Corina Pelau & Carmen Acatrinei, 2019. "The Paradox of Energy Consumption Decrease in the Transition Period towards a Digital Society," Energies, MDPI, vol. 12(8), pages 1-16, April.
    8. Olimpia Iuliana BAN, & Paul IACOBAÅž, & Alexandru Mircea NEDELEA, 2016. "Marketing Research Regarding Tourism Business Readiness For Eco-Label Achievement (Case Study: Natura 2000 Criåžul Repede Gorge-Pä‚Durea Craiului Pass Site, Romania)," EcoForum, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 5(1), pages 1-27, January.
    9. Adrian Dumitru Tantau & Cristian Vizitiu & Vlad Valeanu, 2014. "The Responsibility of Telemedicine Focused Organizations in regards to creating Compliant end Users Products and Services," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 16(35), pages 108-108, February.

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    More about this item

    Keywords

    Marketing communication; sustainable development; sustainable business; promotional tools; SMEs; Romania;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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