Browsing: M31

 Pages: 7-14Introduction. Management and marketing are the two of the most important global functions for a retail operator. Presenting the…

Introduction. The term ‘sport marketing’ was first used in the United States by the Advertising Age in 1978. Since then it has been used to describe a variety of activities associated with sport promotion. People tend to define marketing in terms of their experiences, instead of recognizing one of the most important roles of marketing—carrying out the mission of an organization.

Aim of the study. In many segments of the sport industry, sport marketers are pressured to increase their product sales to generate increased revenues for their organizations. This pressure poses a challenge. Because sport marketers are involved in persuading consumers to buy, they run the risk of exaggerating or misrepresenting their products in an effort to sell them. Today, and in the future, sport marketers should recognize this risk and monitor their marketing strategies to ensure that they communicate honest images and messages about their products that are consistent with the core values of their organizations. A marketing program is not delivered in isolation of the organization-wide planning process. In normal circumstances, the marketing planning process must reflect the overall plans for the organization.
Keywords: sport marketing, strategy, marketing program, planning process
JEL Classification: M31

Introduction. Organizations achieve their goals by implementing effective competitive strategies managing to maintain their market position. In order to achieve tactical and strategic objectives on a short and long term basis, an organization must face the challenges coming from the environment in which it operates, the permanent need being that of adjusting the activity according to dynamic environmental trends characteristic to the current stage.

Aim of the study. By implementing effective marketing strategies organizations can achieve their strategic objectives and be competitive. The main objectives of the study are: 1). presentation of the main characteristics that define market strategy in the context of political marketing; 2). analysis of the competitive strategies according to the position held by an organization on the market; 3). presentation of the main trends of competitive environment in the contemporary business context. To obtain the vote of the electorate political parties apply specific competitive strategies according to the position they hold on the market. Electoral success depends largely on how political parties (or candidates) manage to gain the voters’ trust by using effective strategies in order to improve and maintain their position on the market over a long period of time.
Keywords: strategy, political marketing, competitiveness
JEL Classification: M31

Introduction. Currently, management and leadership are considered processes of influencing activities at a managerial and organizational level. Management implies the existence of individuals or groups of individuals who develop managerial activities. Leadership is a managerial process that aims to influence interpersonal relationships between team members due to the application of management functions.

Aim of the study. This paper aims to highlight some relevant features that define the concepts of management and leadership in a contemporary context. The main objectives of the study are: 1). presenting the main concepts of management and leadership; 2). analysing the role of leaders and managers in an organization; 3). highlighting main forms of manifestations of management performance; 4).presenting main influences of public management and leadership in the management of public organization. Leadership is not only a specific part of management, but also a state of mind, which creates an adequate framework for the manifestation of creativity and performance of a team led by a good leader in order for its members to succeed professionally and to achieve performance at an organizational level.
Keywords: management, leadership, managerial performance, motivation, competitiveness
JEL Classification: M31

Introduction. Individuals acquire abilities and knowledge thanks to the education system and these are further used on the labour market, but the main purpose of education is to contribute to the individuals’ intellectual development, to their creative spirit as well as their sense of responsibility, so that the higher education graduates become increasingly more capable of improving their quality of life and ensuring a decent future by making use of the knowledge gained during study years in their work.

Aim of the study. This paper tackles the problem of personal investment in education from the perspective of academic marketing, while the conclusions reflect the importance of personal investment in education to obtain benefits at individual, organizational and social levels on a competitive and globalized market, but also the major role of academic marketing in orienting higher education institutions towards consumers.
Keywords: personal investment in education, academic marketing, benefits.
Jel Classification: M31, I23, I26

Introduction. In a contemporary context, the role of political marketing is essential in promoting a candidate, a political party or the political projects. Also, political marketing is a tool by means of which one can mobilize all resources in order to fully meet the voters’ needs and wishes.

Aim of the study. The main objectives of the study are: 1).presenting the political leader’s personality and its importance; 2). theoretical issues regarding the main endogenous and exogenous influences on voters’ behaviour in granting a vote to a political leader; 3). a representative model of the influence of endogenous and exogenous factors on the voters’ behaviour in an electoral context; 4). determining sample size and choosing sampling method; 5). analysis and interpretation of survey data. A set of themes and policies used by a candidate in a campaign that can influence the voters’ behaviour are presented in this study.
Keywords: political marketing, political leader, personality, voters’ behavior, emotional intelligence
JEL Classification: M31

Introduction. Nowadays, leadership as a managerialand and organizational process influences the activity at the organizational level. Obtaining performance at the organizational level is also influenced by the way in which the most participative leadership style is applied in order to create a close cooperation between leaders and subordinates.

Aim of the study. The main objectives of the study are: 1). explaining the role of the organization as a complex system in a contemporary context; 2). presenting the importance of applying effective leadership in economic organizations; 3). presenting new trends of today’s leadership. That leader who is applying effective strategies, adequate for a participative leadership can get the expected results. He/she has to mobilize his/her team to work towards achieving the goals established. Successful leaders are those who “feel” their team and who are emotionally involved in activities because emotions are the ”source of success”.
Keywords: leadership,emotional intelligence, economic organizations, management, efficient leaders
JEL Classification: M31

Introduction. Since the concepts of disruptive and sustaining innovations of Christiansen made their way into the models and policies both public and private during the last decade, different new approaches emerged. We do have now reliable benchmarks in analyzing the innovation field, in understanding the global trends or the national ones, financed by NGO’s, IO’s or national agencies. Understanding how innovation might become dominant in certain markets or contexts, it’s important, but the focus seems to have moved towards the outcome of innovations, on their impact on growth and the general wealth of the societies.

Aim of the study. Hal Varian’s concept of “combinatorial innovation” underlined the ascend of a new period of a tremendous burst of innovation. Now we can quickly and conveniently combine different Internetbased components, which are all bits, to create entirely new products and services, available for everyone. The mushrooming of nudging logic based initiatives all over the world, open the room for a new discussion – to what extent the intended target audiences of nudging initiatives will participate in co-generating of the new policies and campaigns, based on the employment of the combinatorial innovation?
Keywords: innovation, social marketing, behavioural economics
JEL Classification: I18, M31, O30

Introduction. Social marketing favoured, since its inception, the field of health promotion – designing programs to help change unhealthy behaviours was one of the primary drivers of this area of practice. On the other hand, the need to have a better-informed citizenry on medical and health-related issues was a constant requirement of the medical professional – better informed and knowledgeable people would more easily “adhere” to the social marketing programs.

Aim of the study. The health literacy imperative is today outpaced by the advance of the Internet-based technologies – Google health search solutions, Microsoft specific products targeting patients or IBM’s Dr Watson suite. Based on this disrupting innovation which involves the realm of the patient-doctor relationship, how shall social marketing programs innovate?
Keywords: social marketing, health economics, behavioral economics, health literacy
JEL Classification: D91, I12, M31

Introduction. In consumer relations, the retail companies carry out specific external marketing activities using appropriate tools: catalogues, online marketing actions, external advertising etc.

Aim of the study. The aim of this paper is to analyze the advertising catalogues from the following types of stores: proximity shops, discounters, supermarkets and hypermarkets and to identify and describe retail marketing strategies as they turned out from them. The research methodology was based on a quantitative research method. In this sense, the authors present the external marketing strategies and the company’s general strategies. Also, in retail marketing strategies, product and price strategies are essentially dependent on vendor strategies, while the business firm has more control over promotion and distribution. Following the analysis carried out, the authors conclude that in composing the mix, the trading company has total control over the combination of brands and products and low control over the product lines within the brands. The paper contributes to a better understanding of the retail marketing strategies.
Keywords: retail, company, marketing strategy, advertising catalogue, external marketing strategies, general strategies
JEL Classification: L20, M31