Marketing Theory and Practice in Romania: Model for the Developing World - Couverture rigide

Couverture rigide

ISBN 10 : 3031938747 ISBN 13 : 9783031938740

Editeur : Springer International Publishing AG, 2025

Synopsis

Over the last three decades, the Romanian economy transitioned from a centralized, nonmarket economy, that outlawed private property, to a thriving, free-market economy. During this time, it had to overcome non-marketed mentalities, the novelty of private ownership, develop a civil society, absorb numerous political shocks, content with the global digital revolution, and compete with foreign rivals. This book explores the marketing experiences in Romania over this period to provide insights for other developing nations, such as Asia, Africa, and South America. It provides a blend of marketing concepts and analytical tools as well as case studies. It explores such topics as artificial intelligence, neuromarketing, introduction to international marketing, relationship marketing, sports marketing, retail marketing, marketing in family businesses, and tourism marketing, to name a few. This book is useful for researchers, scholars, academics, students and practitioners interested in international marketing and marketing strategy, particularly for developing nations.

A propos du livre

À propos de l'auteur

Nicolae A. Pop is Professor Emeritus in Marketing at the Bucharest University of Economic Studies, Romania. He is also Professor at "Babeş-Bolyai" University of Cluj-Napoca, Politechnica University of Bucharest and the Emanuel University Oradea, Romania at the University of Applied Sciences, Bochum - Germany. He specializes in relationship marketing, international marketing, and neuromarketing. He is co-editor Ethics and Neuromarketing (Springer, 2017). Dr. Pop is holder of the Cross of Merit in the rank of Knight of the Order conferred by the President of the Federal Republic of Germany (2015). He also holds the "Virgil Madgearu" Diploma with the Gold Medal of the Bucharest University of Economic Studies (2017).

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Détails de l'édition

• Éditeur: Springer International Publishing AG
• Date d'édition: 2025
• Langue: anglais
• ISBN 10: 3031938747
• ISBN 13: 9783031938740
• Reliure: Relié
• Nombre de pages: 347
• Éditeur: Pop Nicolae Alexandru
• Coordonnées du fabricant: GPSR Kontakt; ProductSafety@springernature.com; ; Tiergartenstr. 17; Heidelberg; 69121; Allemagne