Ioana Cecilia Popescu

Bucharest Academy of Economic Studies | ASE · Marketing

Established in the perimeter of the Seven Cities (Brașov, Sibiu, Sebeș, Cluj, Bistrița, Mediaș and Sighișoara) of the Siebenbürgen, in the first decades of the 13th century, the Transylvanian Saxons have built more than 150 fortified churches with the main scope to defend their small rural communities in front of the various perils of those times....

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 con...

This paper aims to present the main events that left their mark on the history and evolution of the Marketing Faculty of Bucharest Economic Studies University, an academic body that this will mark its 10th anniversary this fall. As the only school dedicated exclusively to the study of marketing in Romania, as well as one of the few exclusively mark...

The aim of this paper is to propose and test a simple, yet rigorous model of apparel online buying behavior, capable of explaining and predicting consumers' behavioral intention. We drew on TRA (Theory of Reasoned Actions) framework which postulates that individuals' attitude toward a behavior is determined by their salient beliefs. In order to mai...

The sustainable development of the local communities represents a rathersensitive topic, that incorporates and integrates elements related to the both concepts:‘sustainable development‘, respectively ‘local communities‘. If an amount of marketing isadded, things tend to become more complex, and, definitely, more complicated. The paperintends to ans...

Competitiveness has become one of the common concepts employed in the recent yearsto approach and describe the sustainable development of the travel and tourism industry. Culturalheritage and natural resources represent two significant pillars of the tourism’s sustainabledevelopment: that is why the development of the tourism based on the cultural...

This paper presents the results of an ample research regarding marketing communication in companies from the Romanian market. Its purpose is to identify a series of specific guidelines in the field and to track their development in time. It must be noted that marketing communication efforts are perceived as some of the most important ones by the la...

21th century advertising might just be the most powerful weapon a marketer haves and a quite efficient one if we think about the way it changed our world. But all that power comes with great responsibility: used accordingly by planning everything in the smallest detail possible it can be the best thing that ever happen to a company, used without an...

Comunicarea de marketing a devenit un fenomen extrem de important prin amploarea si implicatiile sale asupra vietii organizatiilor si a societatii in general. Succesul unei organizatii, atat din punct de vedere economic si financiar, cat si pe plan social, este conditionat de modul in care managerii organizatiei abordeaza problemele legate de initi...