The Contemporary Romanian Paradigm of Marketing Promotion

• Author: Manic M.
• Pages: 29-34

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 10 (59) No. 2 - 2017

The contemporary Romanian paradigm

of marketing promotion

Marius MANIC1

Abstract: Contemporary marketing takes place in the field of permanent interconnection, of

instant information and immediate rewards. Communication through marketing promotion

will take these characteristics into account or will be just an inefficient spen ding. The

Romanian market is no different from the global one. Marketing promotion currently has

new tools that lead to new challenges in that it makes use of traditional, yet powerful forms,

but also absolute ways of communication. The Romanian promotion is helped today by these

tools, but its task is more complex than it was a decade ago.

Key-words: marketing, promotion, Romania, research

1. Introduction

The proposition of permanent communication is unanimously accepted, even when

it is not consciously led: and if it is stopped, a refusal to communicate is actually

transmitted (Coombs 2010, p. 20). Proper study and management of marketing

promotion are essential criteria for the survival of a company in any competitive

environment - and sometimes even outside it, as long-term success in monopoly or

oligopoly is based, at least in part, on fair promotion (Kreps 1990, p. 326).

Marketing can be defined by processes of creation, supply and exchange between

individuals or groups of individuals, based on the attribution of equal values (Kotler

1997, p. 35). Marketing promotion is the way in which the product, service or idea

offered to the target market is exposed by a company, organization or institution,

precisely in the middle of the debate about balance or growth (Dinga 2009, p. 43).

The exact way this offer fits into the market by completing or extending the range of

options is specified in the promotion through specific tools; there is also the theory

according to which marketing is the necessary element for balancing

macroeconomics (Kotler 2010, p. 11). An inappropriate marketing approach or total

lack of marketing can turn all other components of the marketing mix into

inefficient actions with far less mediocre results. In addition, the importance of

1 Transilvania University of Braşov, marius.mani c@unitbv.ro