Contemporary marketing is constantly subject to challenges generated by the evolution of market relations. Promoting the holistic conception in marketing determines new theoretical and practical urges in the field. The article shapes conceptual aspects of this new challenge, i.e. neuromarketing....

To build a better and more profitable corporate image, Western firms have been investing in social responsibility. The Romanian consumer has fairly recently been exposed to this holistic marketing concept since the Revolution of 1989, and in this regard, in this article, the authors verify...

The Romanian insurance market expanded rapidly during the last two decades. Presently, the Insurance Supervisory Commission (CSA) reports 43 insurance companies and 567 insurance brokers. In this extremely dynamic and competitive environment, it is compulsory to control key elements that...

The study discusses the strategic aspects of relational marketing in the financial and banking sector, from the point of view of the influences the field is subject to, and based on the theoretical advances in the domain. The maintenance of the relationships with the present customers, as well...

This article is built on the statement of Gruen, who considers that the present marketing situates itself in front of a new paradigm. In a permanently changing environment, companies concentrate more and more on the knowledge about clients and their habits. So the customers have become a...