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Modern Means of Promoting Flower Sales in Constanța

Author

Listed:
  • Mariana Juganaru

    (“Ovidius†University of Constanta)

  • Ruxandra Florentina Firica

    (“Ovidius†University of Constanta)

Abstract

The development, considered spectacular, undergone by direct and digital marketing at the present time is due to the Internet and the digital technologies’ innovations (smartphones, tablets, and other digital devices, but also the variety of digital platforms available on mobile, such as social media platforms). The companies' focus on the implementation of direct and digital marketing is materialized in the development of a new business model, able to ensure success by increasing the satisfaction of the wishes of different categories of customers. At the same time, direct and digital marketing tools are increasingly accepted by customers, who perceive them as modern means of promotion, able to develop close, interactive relationships (with offerers and other customers). This study draws attention that promotion activity is changing, and the implementation of direct and digital marketing tools can be an opportunity to develop a successful business, even in the flower market.

Suggested Citation

  • Mariana Juganaru & Ruxandra Florentina Firica, 2021. "Modern Means of Promoting Flower Sales in ConstanÈ›a," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 552-558, August.
    • Handle: RePEc:ovi:oviste:v:xxi:y:2021:i:1:p:552-558
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    References listed on IDEAS

    as
    1. Kim, Angella J. & Ko, Eunju, 2012. "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand," Journal of Business Research, Elsevier, vol. 65(10), pages 1480-1486.
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    More about this item

    Keywords

    direct and digital marketing; promotion; flower market; marketing research;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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