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

Ioana Popescu (), Ionel Dumitru, Calin Veghes and Camelia Kailani
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Ionel Dumitru: The Bucharest University of Economic Studies
Calin Veghes: The Bucharest University of Economic Studies
Camelia Kailani: The Bucharest University of Economic Studies

The AMFITEATRU ECONOMIC journal, 2013, vol. 15, issue Special 7, 671-686

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.

Keywords: Marketing communication; sustainable development; sustainable business; promotional tools; SMEs; Romania (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:aes:amfeco:v:3:y:2013:i:special7:p:671-686

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