IDEAS home Printed from
   My bibliography  Save this article

Analiza comparativa intre sinergia in comunicarea integrata de marketing si sinergia la nivelul fuziunii si achizitiilor


  • Ana Roxana Matei

    () (School of Marketing, Bucharest University of Economic Studies)


Acest articol ilustreaza o analiza comparativa intre sinergia in comunicarea integrata de marketing (CIM) si sinergia la nivelul fuziunilor. Pana in prezent s-a discutat despre acesti termeni ca fiind diferiti dar aceasta abordare isi propune sa demonstreze ca exista o legatura si chiar o suprapunere intre acestia. Sinergia la nivelul fuziunilor si achizitiilor a fost un concept care a precedat sinergia in CIM dar nu a beneficiat de atentia acordata celei din urma. Articolul isi propune sa identifice asemanarile si deosebirile dintre cele doua dar si sa demonstreze ca exista o reciprocitate intre acestea.

Suggested Citation

  • Ana Roxana Matei, 2010. "Analiza comparativa intre sinergia in comunicarea integrata de marketing si sinergia la nivelul fuziunii si achizitiilor," Revista de Marketing Online (Journal of Online Marketing), Bucharest University of Economic Studies, School of Marketing, vol. 4(4), pages 40-50, December.
  • Handle: RePEc:ase:journl:v:4:y:2010:i:4:p:40-50

    Download full text from publisher

    File URL:
    Download Restriction: no

    More about this item


    sinergie; marketing; comunicarea integrata de marketing; achizitie; fuziune; synergy; integrated marketing communications; acquisitions; mergers;

    JEL classification:

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


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ase:journl:v:4:y:2010:i:4:p:40-50. 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). General contact details of provider: .

    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.

    We have no references for this item. You can help adding them by using 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 RePEc Author Service 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.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.