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Over the last three decades, the Romanian economy transitioned from a centralized, nonmarket economy, that outlawed private property, to a thriving, free-market economy. During this time, it had to overcome non-marketed mentalities, the novelty of private ownership, develop a civil society, absorb numerous political shocks, content with the global digital revolution, and compete with foreign rivals. This book explores the marketing experiences in Romania over this period to provide insights for other developing nations, such as Asia, Africa, and South America. It provides a blend of marketing concepts and analytical tools as well as case studies. It explores such topics as artificial intelligence, neuromarketing, introduction to international marketing, relationship marketing, sports marketing, retail marketing, marketing in family businesses, and tourism marketing, to name a few. This book is useful for researchers, scholars, academics, students and practitioners interested in international marketing and marketing strategy, particularly for developing nations.
Nicolae A. Pop is Professor Emeritus in Marketing at the Bucharest University of Economic Studies, Romania. He is also Professor at "Babes-Bolyai" University of Cluj-Napoca, Politechnica University of Bucharest and the Emanuel University Oradea, Romania at the University of Applied Sciences, Bochum - Germany. He specializes in relationship marketing, international marketing, and neuromarketing. He is co-editor Ethics and Neuromarketing (Springer, 2017). Dr. Pop is holder of the Cross of Merit in the rank of Knight of the Order conferred by the President of the Federal Republic of Germany (2015). He also holds the "Virgil Madgearu" Diploma with the Gold Medal of the Bucharest University of Economic Studies (2017).
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Chapter1: Introduction.- Chapter2: Contemporary Marketing in the New Economy and Interconnections with other Economic Sciences.- Chapter3: From Marketing 1 0 to Marketing 6 0 A dynamic concept.- Chapter4: Relationship marketing Paradigm shift in marketing.- Chapter5: The relationship between relationship marketing and customer relationship management.- Chapter6: International marketing in businesses from the Romanian economy.- Chapter7: Characteristics and particularities of marketing research the foundation of successful decisions in Romanian businesses.- Chapter8: A challenge for contemporary marketing neuromarketing and its applications in Romania.- Chapter9: The study of customer organization behavior in the marketing of artificial intelligence.- Chapter10: B 2 B marketing in Romanian business.- Chaptre11: Market strategy in the new economy reflected in Romanian Marketing.- Chapter12: Specificities, particularities and practices of policies in Romanian marketing.- Chapter13: Event marketing and advertising in Romania.-Chapter14: Marketing practices in the Romanian political environment.- Chapter15: The role and effects of controlling in marketing.- Chapter16: Marketing in family businesses in Romania.- Chapter17: Marketing in insurance Characteristics and particularities in Romania.- Chapter18: Marketing in retail in Romania.- Chapter19: Marketing in Romanian sports.-Chapter20: Relationship marketing in adventure tourism.- Chapter21: Online marketing tools in customer relationship management.- Chapter22: Sustainable development practices in Romanian mountain Tourism.- Chapter 23: Marketing in higher education .- Chapter 24: Nonprofit Organization Marketing in Romania strategies and practices.
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