文章基本信息

标题：The role of promotional strategies for small and medium - sized entreprises in sustainable marketing
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作者：Popescu, Ioana Cecilia ; Vrânceanu, Diana Maria ; Roșca, Mihai Ioan 等
期刊名称：The Romanian Economic Journal
印刷版ISSN：1454-4296
出版年度：2012
期号：46bis
出版社：Editura ASE
摘要：In Romania, small and medium-sized enterprises manifest a certain interest in marketing activities, resulted in the existence of a specific marketing structure in half of them, as attests a survey done on a sample of 140 organizations. This research, focused on understanding the promotional strategies and tactics used by Romanian small and medium-sized enterprises, concluded that communication is oriented predominantly to quantitative objectives, not designed according to sustainable marketing principles. These organizations are less attracted by innovative communication methods, manifesting a resistance at novelty, caused by the lack of information or by prudence.
关键词：sustainable marketing; SMEs; Romania; sustainable development; promotional strategy.