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ABSTRACT: After a prolonged and complex process of reconstruction, extension and modernization, Central University Library "Carol I" in Bucharest has re-opened to public access in November 2001, bringing a new concept on what library services should mean. Under these auspicious circumstances, the library's offer has widened, the quality of services offered has improved, gradually displaying an interest in developing a closer relationship with its customers. The necessity of being more oriented to the marketing tools and techniques has become more apparent. Therefore, the top managers of the Central University Library have included in their three general development strategies produced so far, specific objectives, such as: an increase of the volume of paid serviced provided, promoting the services and work elaborated by its specialists through leaflets, presentations, albums, folders with press extracts. Beyond these actions with positive effects, the efforts of Central University Library for strengthening its position on the market of the providers of information services are diminished by the various malfunctions that characterize the marketing activity of this institution. Therefore, this work intends to contribute to the improvement of the marketing activity of the library by coming up with some solutions that could remove or at least diminish these weak points.
Management and Marketing Journal. 01/2010; VIII(S1):48-48.
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ABSTRACT: In 2008, the Romanian Society of Radio-broadcasting (SRR) decided to benefit of the „honorable” of 80th anniversary of the Romanian public radio to elaborate and apply a strategy of creating a new image of SRR to assure the approach of an European profile well outlined and recognized so. The necessity of this „look” change for the corporation and for six of its channels was motivated by a better position on the radio market in Romania and a larger visibility on a public segment with „preconceived” ideas about what the public Radio means. As a result of the campaign, at the end of 2008 the achieved market quota of the Romania Radio grew, Romania News Radio becoming leader on the market. In this context, the paper proposes strategic actions that would contribute to the growth of the SRR efficacy: elaboration of a lasting marketing strategy, promotion of the channels with lower visibility, but that cover market segments of „niche”, organizing some special programs that would promote „special” broadcasts dedicated to some „special” days by „special” people, collaboration with the Romanian Television to organize and broadcast, on the TV, some radio shows that will promote SRR on a large scale and diversified.
Economia. Seria Management. 01/2010; 13(1):148-164.
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ABSTRACT: In a small town from Lapland, near the Arctic Circle, lives the most beloved character that each of the children, smaller or larger, is waiting for him to bring gifts on the 25th of December. Santa Clause has set up his headquarters in Rovaniemi, in the north of Finland, the country’s most northern point that can be reached by train. It is the capital of the Lapland Provence and of the Rovaniemi region. Annually, Rovaniemi is visited by approximately 500.000 tourists; the city is not only the gate to Lapland, but also one of the top tourism destinations in the Arctic Circle area. Because of its weak provincial economy based mainly on the exploitation of natural resources (forest, agricultural and hydropower), the economic and social vitality of the Rovaniemi Provence is linked to tourism more than any other region in Finland. These represent the results of the tourism marketing strategy implemented by the town for its development. This paper presents the strategy’s main coordinates and its main results, and analysis the vectors which led to the town’s strategic development, materialized in sustainable competitive advantages.
Management and Marketing Journal. 01/2010; VIII(2):273-286.
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ABSTRACT: The commercial activity of the company (assurance and administration of the material resources, and also the company’s sales) is the one that realizes the interface between the internal and the external environments of the company. In an obvious way, this will also imply the study of risks that come from the company’s internal and external environments.
Annals of University of Craiova - Economic Sciences Series. 01/2008; 3(36):1037-1041.
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ABSTRACT: The continuous growth of cultural influence upon the modern society combined with the increasing role of tourism in the economic life of cities, led to the development of the “emblem museums”. The “emblem museum” usually becomes a touristic attraction objective that must be visited by tourists from a city, and by taking the decision of prolonging their staying in that city, the tourists will increase the amount of money they spend in that location. The “emblem museums” represent a way to develop urban tourism, gain competitive advantage and attract new sources of income for the city`s economy. A recent study showed that 3 out of 10 tourists visited London for its museums. One of them is the British Museum, which, in 2010 was on the 2nd place in the top10 world`s most visited museums. This study aims to present the British Museum from the mix marketing perspective, from the visitor’s point of view, and to present some of the good practices this giant is using to attract more visitors and to maintain its competitive advantage, practices which may be used by Romanian museums in order to increase the visitors number and to obtain a better position in the economy life of Romanian cities.
Management and Marketing Journal. IX(2):303-314.
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ABSTRACT: The fact that Vienna is an attractive tourist destination, well known internationally is undeniable. With its imperial splendour and remarkable cultural image, Vienna has become, in the recent years, an attractive tourist destination, reaching in 2010 over 10.8 million overnights, far exceeding its own targets. The study presents the key elements of the Austrian capital new branding strategy from a synthetic-descriptive perspective and examines the vectors that generated its success. The paper evaluates both quantitative and qualitative effects that had a major impact on increasing visitors number and overnight stays, on increasing familiarity and preference for Vienna among the target-groups (tourists, investors). The benefits resulting after the branding campaign were not only material, Vienna earning also a fantastic reputation around the world, and creating itself an attractive and compelling image, as a unique tourist location through its peculiarity.
Theoretical and Empirical Researches in Urban Management. 6(3):43-60.
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ABSTRACT: “Uniquely Singapore” and “YourSingapore”! Brand and rebrand! 2004 and 2010! From the economic point of view Singapore has grown exponentially in the last half century. The beginning of the third millennium has brought the need of finding new sources of growth by correctly identifying the opportunities that the competitive environment has to offer. Thus, a branding campaign was born in order to present Singapore as a unique tourist destination: a dynamic state, rich in contrasts and colors, offering a mix of culture, art, architecture and cuisine in a unique blend of modernity and tradition. Even if in 2009 the effects of the economic and financial crisis temporarily limited the upward trend of the campaign’s positive effects, the Singapore authorities found new tools to improve the country’s brand by adapting to new digital media, promotion through events and direct-marketing aggressively. The paper analyses how the campaigns were created and applied branding / rebranding of the city-state of Singapore in 2004 and 2010, as well as the economic effects of these efforts that have proved successful.
REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT. 12(2):332-349.
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ABSTRACT: The present work proposes to analyze the importance of tourism in the development of an urban area. Taking into consideration the areas with touring potential existing in Romania, we chose Brasov, whose variety of resources in this field, can offer countless possibilities of developing the area. In the first part of the paper we presented some theoretical aspects regarding the urban tourism. The present tourism and traveling industry offers many opportunities, enthralling destinations, niche products, brands, offering for sale one of the most complex products on the planet. These elements impose the use of managerial and organizational abilities of a well prepared and enthusiast personnel. The second part includes the general characteristics of the area, geographic, demographic aspects, existing resources, such as the touring potential and the way of improving it, pointing the types of tourism practiced in the area and the touring offer made available to those who see Brasov a possible holiday destination. Finally we presented the touring development strategy of Brasov area, by marking the main objectives and the essential ways of fulfilling them: market evaluation, development vision, development plan and creating an area brand.
Theoretical and Empirical Researches in Urban Management. 5(7(16)):69-85.
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ABSTRACT: Competitors, clients, suppliers, potential competitors, substitute products. All represent competitive forces, considered as being representative for characterising the competition relationships in all industries. In reality however, within the market competition game, a new „economic organisation” interferes- the state. It can directly or indirectly influence various aspects related to the structure of one specific field. The state can either be client (for defence sector products) or supplier (of raw materials controlled exclusively by the state) in many sectors or can influence the structural evolution of a certain activity field by regulating key variables such as: sector entrance, concurential practices, profitability. Regulations regarding products` quality and security, environment`s quality, custom rights or facilities offered to different investors` categories are less direct instruments public power uses to influence relationships in a concurential environment. The present paper focuses on the main modalities and forms of intervention through which the state currently prevails as a major concurential player.
REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT. 12(6):172-178.
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ABSTRACT: An analysis of the macroeconomic indicators for Malaysia show that tourism represents a gold mine: in just a few years, the number of tourists has tripled and revenue from this area have increased in only 16 years, over eight times, and the country has reached the top 10 most visited countries in the world. This paper describes the brand campaign “Malaysia Truly Asia” and presents the vectors that generated a “blast” of positive effects: increased awareness and visibility of Malaysia internationally, created a clear and easily identifiable image of the country, the positioning of Malaysia as a leading destination in the region, diversifying tourism markets, encouraging and promoting domestic tourism. It is analysed the impact of this campaign particularly in terms of number of visitors, tourism revenue, visibility and prestige through the awards received. The paper addresses a multitude of best practices from the perspective of strategic opportunities transformed into strong points in a good ratio result / effort.
REVISTA ADMINISTRATIE SI MANAGEMENT PUBLIC. 2011(16):82-113.
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ABSTRACT: Since 20 years ago our country brand is unsuccessfully looking for its identity. Although over time numerous attempts were made, none of the projects was successful. Sashi Tharoor – a specialist in country brands – said that „for a country to become a valuable brand it must be the country with the story”. Which is Romania’s story then? Where should it start and where should it end? Who would be the best story-teller? And who would be the listeners? These are some questions to which this article is aimed to answer.
REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT. 11(5):881-893.
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ABSTRACT: Museums are institutions that collect, research, promote and interpret objects (Sandell and Janes, 2007). It was insisted on the idea that the whole existence of the museums depends on the possession of a collection (McLean, 1994). While the collection’s care and interpretation are recognized to be the museum’s base functions, the decline in public funding and the pressures on responsibilities have conducted the perception that marketing in museums has an important contribution to the museums’ viability (McLean, 1994). This finding has leaded to a change in the museum’s staff behavior so the base for marketing in the cultural organizations has been created
Research Centre in Public Administration and Public Services, Bucharest, Romania, Proceedings of the Fifth "Administration and Public Management" International Conference: "Public Institutions' Capacity to Implement the Administrative Reform Process", Bucharest, June 23-24, 2009.
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ABSTRACT: In recent years urban management conceptual evolutions are more and more connected to the chances in public administration practice, in particular to ways of raising efficiency and effectiveness. The interest shared by a great number of stakeholders regarding urban development, the increasing role of environment issues and the need for a broad vision for managing cities, are all premises required for a strategic approach to urban management performance. The paper presents some relevant issues related to urban management studies: the dynamics of the concept, missions and goals, strategic options. The results of the research indicate that the action directions required to obtain satisfactory levels of efficiency and effectiveness in urban management are: developing o strong habitation policy, locating economic activities, developing public equipment and planning urban transport.
Proceedings of Administration and Public Management International Conference JEL codes: H70, M10, R00. 6(1):172-185.
