文章基本信息

标题：B2B Green Marketing in Romania
本地全文：下载
作者：Violeta Sima
期刊名称：Petroleum-Gas University of Ploiesti Bulletin : Economic Sciences Series
印刷版ISSN：2284-8576
电子版ISSN：2247-8582
出版年度：2013
卷号：1
页码：151-158
出版社：Petroleum-Gas University of Ploiesti
摘要：This paper had as starting point a statement made in specialized media, namely, "On the Romanian market, marketing does not work". Based on this, I attempt to identify the main "green" trends manifested at the level of marketing strategies and methods approached in the business environment in Romania. The main results of the research highlight the need for a management of change, as a result of the crisis, as follows: changes in corporate objectives (from development objectives to maintenance objectives), changes in terms of market segmentation and envisaged competitive advantages, changes in market strategies and marketing mix
关键词：B2B marketing; change management; strategic marketing; marketing management; green ;marketing