Transformations  in
Business & Economics

Landmarks in the Development of Marketing Communications in Companies Active on the Romanian Market
Ioana Cecilia Popescu, Andreea Mihaela Barbu, Florin Tudor Ionescu

ABSTRACT. This paper presents the results of an ample research regarding marketing communication in companies from the Romanian market. Its purpose is to identify a series of specific guidelines in the field and to track their development in time. It must be noted that marketing communication efforts are perceived as some of the most important ones by the large majority of companies in Romania. More and more managers are willing to allocate higher percentages of their turnover to communication, which, once more, demonstrates the higher importance given by companies to promotional activities. The most frequently used promotional techniques are sales force and advertising by catalogues, leaflets, and brochures, followed by price-offs. Regarding corporate communication, in Romania this is still underrepresented. Moreover, being oriented towards quantitative, rather than qualitative results shows a low level of understanding by managers of the role of communication in the marketing activities of a company.

KEYWORDS: marketing, business communication, corporate communication, promotional techniques, Romania.

JEL classification: M31, M37, P2.