IDEAS home Printed from
MyIDEAS: Log in (now much improved!) to save this article

Comunicarea de marketing – o analiza din perspectiva evolutiei opticii de marketing

Listed author(s):
  • Ioana Popescu


    (School of Marketing, Bucharest University of Economic Studies)

Comunicarea de marketing a devenit un fenomen extrem de important prin amploarea si implicatiile sale asupra vietii organizatiilor si a societatii in general. Succesul unei organizatii, atat din punct de vedere economic si financiar, cat si pe plan social, este conditionat de modul in care managerii organizatiei abordeaza problemele legate de initierea si derularea procesului de comunicare. Atat din punct de vedere practic, cat si pe plan conceptual, comunicarea de marketing s-a dezvoltat in stransa legatura cu filosofia de marketing. Daca vechiului concept de marketing ii corespunde o comunicare rationala, axata pe produs si pe caracteristicile fizice ale acestuia, noul concept de marketing determina organizatiile sa-si modifice discursul, introducand comunicarea bazata pe argumente emotionale. In acest context, rolul marcii, ca vector comunicational, devine esential.

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

File URL:
Download Restriction: no

Article provided by Bucharest University of Economic Studies, School of Marketing in its journal Revista de Marketing Online (Journal of Online Marketing).

Volume (Year): 1 (2007)
Issue (Month): 2 (April)
Pages: 17-28

in new window

Handle: RePEc:ase:journl:v:1:y:2007:i:2:p:17-28
Contact details of provider: Web page:

No references listed on IDEAS
You can help add them by filling out this form.

This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

When requesting a correction, please mention this item's handle: RePEc:ase:journl:v:1:y:2007:i:2:p:17-28. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Mihai Orzan)

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

Please note that corrections may take a couple of weeks to filter through the various RePEc services.

This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.