Contemporary Directions in the Development of Romanian Academic Marketing in Favor of Increasing the Performance of the Organization

  • Nicolae Al. PopEmail author
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)


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, in the medium and long term and the organization theory. To respond to this challenge, the marketing theory has developed several new guidelines for its purpose to respond more effectively to socioeconomic practice. On top of them, this particular communication form is applicable. It is about relationship marketing, holistic marketing, global marketing, and sustainable marketing. These guidelines should not be confused with the expansion of the application domains or the many new communication tools of marketing. They are new directions in the marketing philosophy and can be researched through meta-theory tools. The research on the applicative valences of these directions has adopted the form of a qualitative study among the academicians of the Romanian higher education regarding the level of conceptualization of these directions and their applicative valences for the socioeconomic reality, for the benefit of the creative innovative organizations.


Relationship marketing Holistic marketing Global marketing Sustainable marketing Qualitative research 

JEL Classification

M31 O10 D12 


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Copyright information

© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.Marketing DepartmentThe Bucharest University of Economic StudiesBucharestRomania

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