Nicolae Alexandru Pop

Bucharest University of Economic Studies | ASE · Department of Marketing

This paper contains an original approach consisting of conducting empirical exploratory research, through mixed research methods of qualitative and quantitative nature, carried out sequentially, in order to design a model of communication in relationship marketing with applicability to public institutions. The design of the work took place during t...

In today’s world, the higher education system represents a means of developing the national and global economy by providing individual and collective benefits. Student loyalty is a critical measure in the success of higher education institutions that aim at retaining students until graduation and then attracting them back. As they fuel the knowledg...

The return to normal conditions after the pandemic requires social readjustment through recreational activities in a controllable environment. Adventure tourism is one of the feasible options. This study develops a model that will allow young people to regain their internal balance by exploring cumulative positive experiences adapted to their needs...

This study analyses the financial performance of public entities registered in the European Transparency Register based on their communication patters and use of relationship marketing principles. The main objective of the article is to establish whether correlations exist between financial performance and the fulfilment of relationship marketing p...

This research delves into Generation Z's perceptions in an Eastern European country in a time of acute crisis caused by the COVID19 pandemic by studying their opinions and policy orientations in a crisis context. The research is the first of its kind in this field, and it is meant to shed light upon motivations, causes, and correlations in a qualit...

In time of crisis, the role of public institutions is on the rise and the communication between citizens and institutions is increasingly important, in order to preserve society's civic fabric and ensure the maintenance of trust in the aftermath of the crisis.

Branding is the process through which a products’ or a services’ brand image is changed or is being developed. Over time, the branding process was approached from many perspectives to serve different purposes, therefore the nation branding was introduced to create a recognizable image for a country, which started to grow year by year. The scope bac...

The theory of Romanian marketing, as well as that of other Eastern European countries, has undergone, in the last two decades, strong challenges under the technology explosion in the sphere of inter-human communication. To recover the gap created between the theory and the requirements of the practice, it is necessary to develop a strategic vision,...

Communication is the basis of human interaction and a success factor of the human species. Communication is more complex and differently codified in a digitalized and globalized world characterized by harsh competition. Companies must have in-depth knowledge of communication patterns and tools, in order to achieve their purposes and maintain succes...

Events are considered to be the most personalised form of marketing, as they generate direct contact with customers and partners. Academic events aim at promoting socio-economic values by facilitating collaborative partnerships with the involvement of academics, researchers, graduates, students and representatives of the economic environment. They...

The drive for sensational, adventurous and unique experience is a growing tendency in contemporary society. Services adapt to this demand and communication is a main tool of support for these redefined services. Communication can redefine every known type of service by shaping expectations regarding interaction among parties, place of action, time...

Marketing research in Romania faces a crucial question: where to turn its investigations and in what proportion it should turn to fundamental studies, in the field of meta-theory, respectively, to stimulate the applied researches, directly required by the business environment. The response to this dilemma requires a change of mentality among the de...

This paper aims to determine the relation between national culture and the consumption of renewable energies in several European countries. According to the Renewable Energy Directive of the European Commission, there have been set common goals for the share of consumption of renewable energies in the European Union, but each country is responsible...

The brand of a university is the result of the interaction between the vectors it uses to position itself in relation to its stakeholders. Among these, high school students who aspire to become students play a key role. The way in which the university is perceived by its main recruitment base (the high school environment) is crucial for the capacit...

Medicine and the pharmaceutical industry have a long and rich history of events. The transition from magic to modern medication was gradually achieved over thousands of years of evolution. Ambroise Pare, a French anatomist and surgeon from the 16th century, stated that it was very simple: “The doctor cares, God heals.” The medical-industrial comple...

This chapter focuses on the confrontation between the public and private sectors of Romanian healthcare services of the last decade. Its objectives concern a “diagnostic analysis” of the capacity, structure, and trends of this market. Based on the bivalent feature of the public–private sector, this study will follow the distribution of customers be...

The main challenges arising from the business environment nowadays are related to customers’ polyvalent behavior, to their continuously changing wishes and diversifying needs, and to the increasing number of stimuli to which they are exposed and which are meant to capture their attention. The truth is that it has become increasingly difficult to ap...

The rapid advancement of technology raises ethical issues that need to be addressed in the near future. According to Kurzweil law, technology progresses at an exponential rate. Ethics, on the other hand, advances much slower and doesn’t keep pace with the number and complexity of issues brought by technology. Considering that technology’s speed of...

The strong trend towards innovations in the Romanian DIY market brought about by increased offer diversification and renewal, the hectic pace of accommodation and business centre construction in big cities and the increased interest in refurbishing houses and facades prompted the authors to conduct an exploratory study on the representatives of Gen...

The Romanian private medical system has had a significant increase during the last 10 years, and in this context, consumers have more treatment options, a fact which in turn generated a fierce competition in this sector. In this context, private medical companies are increasingly preoccupied with gaining as many patients as possible in order to inc...

Specialists in the field of business administration have tried over time to identify those elements or combination of elements which lead to a higher performance and excellence of companies. One of these models was created and it is applied by the European Foundation of Quality Management. This model defines nine elements, divided into enablers and...

This book addresses the emerging field of neuromarketing, which, at its core, aims to better understand the impact of marketing stimuli by observing and interpreting human emotions. It includes contributions from leading researchers and practitioners, venturing beyond the tactics and strategies of neuromarketing to consider the ethical implications...

The garment industry and retail have been prominently submitted, to a continuous adaption process to the new tendencies of the international business environment, being confronted with numerous challenges emerged from the necessity to satisfy the consumer’s polyvalent behavior, in continuous change and in search for novelty and innovation. Clients...

Retail brand perception, store image, and even the positioning of retail firms have been examined frequently in research for many years. Studies analyzing retail formats on the basis of retailer attributes perceived in a particular retail sector are, however, relatively rare (Morschett et al. 2006). The present study provides a fairly unique perspe...

Nowadays retailers are often dealing with a series of major challenges: the heightened competitive strain, the demand for organic products, the preference for retailers own brands and for premium products, the focus on cheap products etc. As a result of this versatile customer behaviour, the possibilities for developing client loyalty and retaining...

One of the major themes in the contemporary society – greatly affected by hyper-competition, globalization and rapid change in the behavior of demand agents (buyers) – consists of theoretical debates and practical challenges raised in relation to the concept of brand. There seems to be no clear-cut distinction, both in theory and particularly in pr...

A key challenge in the 21st century is identifying how to satisfy consumers’ needs in the best manner possible, whilst ensuring companies’ financial profitability. Scientists play a major role in achieving this goal, as research methods, techniques and tools have continuously evolved. In the last two decades, the development of these instruments ha...

In recent years, consumers, producers as well as retailers have exhibited a growing tendency toward healthy, highly nutritious, functional, and, obviously, organic foods. Given that many European states have provided government grants for organic foods, these have become more easily accessible to consumers, both financially and in terms of the plac...

Romania stands at the crossroads of Europe, Asia, and the Middle East. Since 1990, when the country experienced the bloodiest revolution of all of the Warsaw Pact members, Romania has gone through withering change. While the formal transition from a totalitarian, communist state was completed in 2007 with Romania's accession into the European Union...

Performances of accommodation facilities (hotels, motels, villas) conceal a series of particularities derived from the offers characteristics, respectively from the dynamic of the analyzed touristic market. Therefore, in order to gain a better position in tourist minds and to create comparative competition advantages (meaning a solid differentiatio...

This paper aims to identify the role held by rational, emotional and spiritual knowledge in customer relationship management. Through an exploratory, qualitative research in the insurance industry, we intend to obtain a model that reflects the importance of the three aforementioned types of knowledge in the process of building profitable, long term...

The recent dynamics of neuroscience is enabling and fostering the interface of this domain with others, such as: biology, sociology and economy. The complexity of market mechanisms in general and of the buying decision in particular increased considerably, demanding thus more sophisticated investigation instruments. During the last decade, neuromar...

Contemporary marketing is constantly subject to challenges generated by the evolution of market relations. Promoting the holistic conception in marketing determines new theoretical and practical urges in the field. The article shapes conceptual aspects of this new challenge, i.e. neuromarketing. In the context of developing neuroscience -...

The Romanian insurance market expanded rapidly during the last two decades. Presently, the Insurance Supervisory Commission (CSA) reports 43 insurance companies and 567 insurance brokers. In this extremely dynamic and competitive environment, it is compulsory to control key elements that generate and maintain customer satisfaction. Therefore, the h...

Starting from the specific features of bricolage retail trade (which is part of the ‘Do It Yourself’ – DYI commercial format), this study aims to clarify the concept and structure of innovation in this field, and to present how innovation is perceived and communicated by sellers to customers. The initial literature review is followed by the d...

This paper aims to provide a conceptual clarification of the terms sustainable development and organisational change. It studies the role of relationship marketing for implementing these two concepts. The main objectives are the perception of the three concepts by Romanian business decision-makers and their ‘sensitivity’ to organisational changes,...

In order to attract consumers to a retail brand and gain their commitment thereto, the benefiting company’s decision-makers may resort to approach consumers by means of concrete actions performed through the marketing mix elements. By adopting assortment, price or communication policy measures, the retail enterprise will strive to strengthen in tim...

The intellectual capital of a company has three components: the human capital, the structural capital and the relational capital. The objective of this article is to determine the role and the actions of the relationship marketing on the development of the intellectual capital of a company, especially on the relational capital. Relationship marketi...

Das Buch „Internationales Marketing – Theorie und Praxis” beruht auf der Erfahrung der Autoren in der wissentschaftlichen Lehre über mehrere Jahrzehnte; es basiert auf der nationalen und internationalen Fachliteratur. Weiter liegt der Arbeit die gesammelte Erfahrung in Lehr- und Forschungsaufenthalten an renommierten Universitäten in europäischen L...

Starting from the meaning of the communication process in marketing, the authors try to identify its role in assuring the continuity of the management process in what concerns the relationships between all the partners of the company, on the long term. An emphasis is made on the role of online communication and its tools in relationship marketing....

The most significant research about knowledge based economy is concentrated on innovation. Research about entrepreneurial thinking at the university level and positioning of universities in collaborative models as clusters are in the early stages. The new approach that we propose in this research is positioning the university as a main promoter and...

Since its launching in the universe of the academic knowledge, in 1971, marketing has been a part of the scientific portfolio of the Faculty of Commerce within the Bucharest Academy of Economic Studies until 2003, when the Marketing Faculty got separated. In this period the person who activated as a mentor of a group of young teachers from the Mark...

The product, taken by the present paper in its broadest sense as performance, is the object of the dilemma that the activity of the international market is faced with, that is, the oscillation between two strategies to approach external markets: global approach and local approach. The main difficulty arises from the contradictory nature of this jux...

To build a better and more profitable corporate image, Western firms have been investing in social responsibility. The Romanian consumer has fairly recently been exposed to this holistic marketing concept since the Revolution of 1989, and in this regard, in this article, the authors verify conventional corporate social responsibility principles of...

Western literature deals extensively issue retail formats. Emerging European countries literature largely ignores such studies. Rapid penetration of retail formats in these countries raises serious problems of marketing research. How customers perceive and discriminate between a supermarket and discounters, and receptiveness to the retail brands ar...

Published in one of the most prestigious German publishing house Vahlen in 2008, the second edition of [the book entitled] “Retail Management” includes not only a third author (Bernhard Swoboda) as a recognition of his scientific work and writings, but also a tremendous improvement of the scientific content. Furthermore, this edition offers a consi...

The email is a valuable marketing tool for conveying short, simple messages that call for action on behalf of the recipient. Usually companies develop email marketing campaigns for attracting new customers, persuading the existing customers to buy again, encourage customer loyalty, announce or remind about special offers or events. For an email mar...

Within current economy context, complexities and particularities most companies are constantly seeking to maximize effectiveness and efficiency of their business. As sales force represents for most organizations their “spearheds”and direct contact with the market, its management can be a source for customer satisfaction and overall efficiency. Rela...

The systematic treatment of meta-theory in marketing began during he middle of the 20th century. That work studied the evolution of concepts, by clarifying the structural relations of the field, but also by analyzing their evolution following the changing demands from the business environments. Marketing, as a young management discipline, is well a...

While vertical firms dominate the fashion markets worldwide since years, only little research is done on vertical alliances between non-vertical retailer and manufacturing companies in this sector. These paper analyses vertical alliances from the perspective of 98 traditional fashion retailers and 104 fashion manufacturers. Based on a process orien...

In the insurance industry there is a new way of thinking which determined the passage from transactional marketing to a holistic marketing concept. In this paper five key elements of holistic marketing are presented: relationship marketing, integrated mar

On the basis of increased complexity of the exchange mechanism, at the beginning of the third millennium the contemporary marketing suffers some physiognomic changes. Holistic orientation of the contemporary marketing is imposed by the new dimensions the

Over the last fifty years, the theory and practice of contemporary marketing have been influenced by the focus of its applicative approach over a major landmark of the business world. A short characterization of its different orientations, from consumer oriented marketing to holistic marketing, can only lead to the conclusion regarding the formativ...

This article questioned from the consumer perspective how retailer attributes impact on the store image, differentiating between five grocery retail formats in Romania. In retailing re-search, retail format-specific studies are surprisingly rare, while the present and very first em-pirical study in Romania is therefore interesting because most groc...

This work aims at highlighting the difficulties of a precise definition of the term interdisciplinarity, and the overlapping with other terms, in order to explain the easiness of using the appropriate understandings of the concept, and the understanding of the way in which the concept has led to the development of economics and higher education. An...

Retailers and wholesalers approach the market based upon own differentiation strategies towards all strategic groups who „hold” the retailer’s interest, respectively those that have been taken into consideration. Knowing these groups, but especially their approach, strategy is being imposed due to the synergies resulting for retailers, especially u...

There is a gap in existing literature relating to Internet advertising across cultural and national boundaries. From a practical standpoint, global marketers would benefit from understanding how consumers from different cultures perceive the Web as a source of advertising. Based on survey data from 619 respondents, this study investigates attitudes...

The scope of this article is to discuss the dynamics of formatting customer expectations in financial services-under two models for assessing cumulative learning in customer expectations. The first model is a classical Bayesian one, the second model is an entirely new application of the Repetitive Stochastic Guesstimation (RSG) algorithm. The tradi...

Manufacturing companies took advantage of internationalization as early as in the seventies and eighties of the last century, whereas retail companies have used these chances not before the last few years in order to improve access to resources, to increase sales and to extend activities to external markets. Once a retail company has decided to pen...

In the course of time customers’ satisfaction raised many disputes and can be defined by various authors as a “generalized attitude, based on a cognitive comparison and an affective component” (Homburg, Stock, 2001). One of the requests of the studies regarding satisfaction is the multiattributive measuring (multi-dimensional). In the field of baln...

In a permanent changing environment, the measurement and monitorisation of the performance of a company has become one of the key issues for its success. This fact increases the capacity of each company to adapt to the conditions of the environment, because only by a permanent monitorisation of the performance, a company can discover both its stren...

The typology of buyers and buying actions contracts are specific categories of consumer behaviour, determining group buyers and buying actions in classes, to fragment the markets. Market fragmentation through buyer typoligy and/or segmentation is presently characterized by a multitude of theoretical approaches and are especially generated by the co...

This study examines the evolution of the marketing topics in the academic curriculum of the Romanian universities. It is a historical insight into the now well developed field of study: Marketing. In the same time it is a tribute to our professors and researchers who devoted their efforts in developing a new and powerful academic domain.

Taking into account the four marketing politics, the price may seem to hold a special place both in theory and practice. This assertion is sustained by the fact that some specialists consider prices a variable unable to be controlled by a company, while others are adepts of another theory according to which there is a real possibility of using the...

Recent evolution of the market globalization, accompanied by rougher competition, implies adaptation of the traders to this new reality. Their work policy will have to attract more consumer segments using the various types of retail and wholesale trade stores. Moreover emphasis is to be put on “reorientation” of demand - especially from young consu...