The role of promotional strategies for small and medium- sized entreprises in sustainable marketing

Ioana Cecilia Popescu (), Diana Maria Vrânceanu () and Mihai Ioan Roșca ()
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Ioana Cecilia Popescu: Faculty of Marketing, Academy of Economic Studies Bucharest,
Diana Maria Vrânceanu: Faculty of Marketing, Academy of Economic Studies Bucharest,
Mihai Ioan Roșca: Faculty of Marketing, Academy of Economic Studies Bucharest,

Romanian Economic Journal, 2012, vol. 15, issue 46bis, 97-110

Abstract: In Romania, small and medium-sized enterprises manifest a certain interest in marketing activities, resulted in the existence of a specific marketing structure in half of them, as attests a survey done on a sample of 140 organizations. This research, focused on understanding the promotional strategies and tactics used by Romanian small and medium-sized enterprises, concluded that communication is oriented predominantly to quantitative objectives, not designed according to sustainable marketing principles. These organizations are less attracted by innovative communication methods, manifesting a resistance at novelty, caused by the lack of information or by prudence.

Keywords: Sustainable marketing; SMEs; Romania; sustainable development; promotional strategy; environment (search for similar items in EconPapers)
JEL-codes: D21 L21 M31 M37 (search for similar items in EconPapers)
Date: 2012
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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