Bibliometric research has recently gained much interest from academics seeking to investigate a p... more Bibliometric research has recently gained much interest from academics seeking to investigate a particular topic. This study aims to explore the interest of marketing specialists in investigating marketing-related topics using bibliometric analysis. The paper includes the following sections: general information about bibliometric analysis, research methodology and how the database of articles was designed, data analysis results, conclusions and other insights. In this study, we considered the Scopus database for selecting the set of scientific papers. The applications used in the data analysis process are VOSviewer and QDA Miner. To achieve the purpose of the research, we analysed the productivity and impact of countries, journals and papers on the topic of bibliometric analysis in marketing. We also tried to identify the marketing-related concepts that generated the most interest from the specialists in their bibliometric analysis. The study aims to highlight the favorite topics related to marketing that specialists are interested in exploring through bibliometric research.
Analele Universităţii din Oradea. Ştiinţe economice, Dec 1, 2023
The current work aims to present the impact of mass media on young people's behaviour from the st... more The current work aims to present the impact of mass media on young people's behaviour from the standpoint of marketing, beginning with an analysis of this impact treated in the specialized literature and continuing with a verification study on a specific group of students. The topics covered in this paper, meant to be the first in a series of deeper investigations into this area, focus on the elements that have an impact on the young consumer's mental system and mass media influence factors, and a study on specific impact elements like video games, smartphones, and social networks, particularly TikTok. The mass media component will focus on both content elements and mass media supports, from their well-established perspectives, such as: television, radio, print, electronic, and Internet media, social networks, telephony, and video games. The target audience for the study will be young people, with a focus on young students from a faculty of economic sciences. The research will attempt to capture the influential aspects of mass media that this audience prefers to access, including the Internet, the most popular social networks, mobile phones, and other commonly used devices.
International Journal of Information Systems and Social Change, 2020
This article aims to identify the ways in which producers of traditional Romanian food promote an... more This article aims to identify the ways in which producers of traditional Romanian food promote and commercialize in the digital era. Romanian manufacturers of traditional products are hardworking people preoccupied with the quality of the products that they so dearly prepare, but who are struggling to keep up with the latest marketing trends and technologies regarding advertising and commerce. This research is part of an ampler project aimed at identifying and describing consumer behavior of traditional products. It endeavored to find common factors between consumer behavior and the manner in which producers manage to fulfill consumer needs. Therefore, this study is qualitative in nature, based on personal interviews. The results of this research will be disseminated to the producers involved in the study, in hopes of implementing the findings in their businesses. One finding that was particularly interesting is that although producers are reluctant to use new technologies in their ...
DOAJ (DOAJ: Directory of Open Access Journals), Dec 1, 2016
In this study we intended, in the first place, to analyse and determine if the online environment... more In this study we intended, in the first place, to analyse and determine if the online environment represents an efficient environment for promoting educational services offered by higher education institutions in Romania. Another major objective of this paper is to describe a context in which online marketing tools like Facebook and Google AdWords could contribute to promote higher education services in the online environment. In order to achieve the goal, a causal research based on experiment was designed and implemented. The type of the experiment is 'before-after with control group', design. For conducting the experiment, after developing the landing page, two advertising campaigns were designed: one of them through the tools offered by Facebook and the other one by using Google AdWords. The test units considered are two masters of the faculty of economics (one master is the experimental unit and the other is for control). The independent variable is the extent to which the masters are promoted in the online environment and the dependent variable is the number of students enrolled in the two masters during the admission period. Based on the results from this experiment, but also on data of other studies, we consider that the best results in designing online promotion campaigns for higher education institutions - when considering the tools involved in this experiment - are obtained when they are used as complementary tools. According with our observations, Google AdWords has more potential for attracting prospective students on the landing pages containing information dedicated to them, but Facebook's features can be successfully used in particular for creating and developing relationships with potential students so that they will subsequently want to become students of that institution.
Higher Education Institutions (HEIs) are increasingly aware of the importance of adopting a marke... more Higher Education Institutions (HEIs) are increasingly aware of the importance of adopting a marketing orientation in their activity. We consider this is a reaction to the challenges these institutions have to face nowadays. But, for developing effective marketing strategies, HEIs must first clarify the main concepts of marketing in the context of their complex and also sensitive activity. The aim of the paper is not necessary to clarify the aspects of marketing concepts into the context of HEIs activity, but to provoke the specialists and to generate more academic debate for answering questions like: How do we define value in the context of higher education marketing? Who is the client of higher education services and which are the stakeholders? What is the place of the student in defining HEIs' marketing strategy? We try to present some arguments intending to prove that things are not as simple as they look like.
In order to face the new market environment which is in constant change, the company must place t... more In order to face the new market environment which is in constant change, the company must place the customer in the center of its attention. As a result, the company will not follow, first of all, the benefit brought by a certain successful business, but to develop long-term business relationships with the same customers. The integration of Web technologies has an important place into the process of accomplishing companies' objectives to increase the competitiveness degree on the market by generating customers' loyalty. Developing a web-site makes it possible a very good communication with the clients , and this leads, finally, to a constant adaptation of the company's offer to the continuously changing customers' requests.
THE ANNALS OF THE UNIVERSITY OF ORADEA. ECONOMIC SCIENCES, 2021
In this paper, we investigate the importance of Customer Lifetime Value (CLV) as part of the mode... more In this paper, we investigate the importance of Customer Lifetime Value (CLV) as part of the modern marketing strategy. There is no doubt that CLV is one of the most important metrics to be considered in Customer Relationship Management and Relationship Marketing. It represents an instrument meant to enhance the client’s loyalty and to bring some clearance for the marketing strategies regarding the customer segmentation. At the same time, it is one of the most difficult to calculate. As part of this study, we explore how the concept is approached in the academic literature, the notoriety of the concept, the areas, and the topics with which it is associated. In this investigation, we are using WordStat and QDA Miner software applications for content analysis and text mining aiming to extract themes and trends regarding the approached topic from a significant number of academic articles.
The present paper focuses on two interesting topics: online marketing and educational marketing. ... more The present paper focuses on two interesting topics: online marketing and educational marketing. Both concepts are relatively new and not clear defined at the moment, so that aspects regarding particularities of educational marketing and online marketing are discussed in this paper. The aim of this paper is to examine how the higher education institutions in Romania are using the huge potential of the Internet and the associated online marketing tools in their marketing activity and, also, to identify some new future directions for using these tools. A qualitative research based on content analysis research method was used in order to achieve the objectives of the study. Although the academic literature mentions the importance of marketing in the educational services industry since the mid-1980s, the awareness of the need to adopt a marketing orientation philosophy is a new trend not only for the higher education institutions in Romania, but also for those from outside Romania. Nowadays, the challenges the higher education institutions are facing are large and complex and involve, it seems, changes regarding the strategic approach, but also rapid changes in operational terms. The other important topic of the paper, online marketing, is also a relatively new one in the academic literature. Both the academic literature and practitioners in the field are using relatively similar concepts regarding the online marketing topic, concepts that are not yet clearly defined and delimited (including Internet marketing, digital marketing, e-marketing, web marketing etc.).
The aim of the paper is to present the online tools used by private healthcare organizations in o... more The aim of the paper is to present the online tools used by private healthcare organizations in order to generate patient loyalty. The research emphases a comparative analyze between the Romanian and other European countries private healthcare organizations referring to ...
The study aims to provide a series of information that will contribute to the understanding of th... more The study aims to provide a series of information that will contribute to the understanding of the concept of healthcare marketing and other associated concepts from the perspective of how research in the field has evolved. We aim to quantify the scientific interest in the field of healthcare marketing and to extract aspects that will contribute to a better understanding of the trends that characterize the specific vision of this topic. The research involves a bibliometric analysis, and the conduct of the study is based on the investigation of the academic literature from the Scopus and PubMed databases based on the PRISMA methodology. The study investigates 1077 papers published between 2000 and 2022. According to our study, the most productive countries in the field of healthcare marketing academic publications are the United States, the United Kingdom, and India. As research themes, the study revealed that customer/patient satisfaction, medical tourism, social marketing, and hosp...
Tourism: An international Interdisciplinary Journal, 2015
Nowadays, traditional travel agencies face a number of threats, as a result of the development of... more Nowadays, traditional travel agencies face a number of threats, as a result of the development of the virtual distribution market, by multiplying virtual intermediaries and the direct connection of the suppliers to the customers. Minghetti and Buhalis (2010) argue that the technological gap, skills in using information and communication technologies, attitude towards innovation create a digital divide and an exclusion of the organizations that are unable to attend the entire distribution network. Among the strategies that the agencies can adopt to stay on the market are: more attention to the Internet, the personalization of the relationship with customers, brand creation, cost reduction etc. Th e study conducted aims to determine the way in which travel agencies in Bihor County approach the online market of tourist distribution and what measures they adopt to maintain and develop their market position, relative to competitors. Th e research is quantitative combined with qualitative...
The aim of this paper is to present the potential which could be offered by managing databases in... more The aim of this paper is to present the potential which could be offered by managing databases in direct marketing through gathering the information that could offer the shortest and efficient way to the clients needs. The paper includes the necessary steps to make this activity a real success
The paper aims to analyze and synthesize the effects of the General Data Protection Regulation (G... more The paper aims to analyze and synthesize the effects of the General Data Protection Regulation (GDPR) on the marketing of organizations. Currently, information is essential in marketing, and as a result, marketing is increasingly seen as a data-driven activity. Marketers are aware of the changes that information technologies have brought in their activities, offering the opportunity to develop innovative and creative customer-oriented strategies. This type of strategy is based on a deep understanding of customer profile and customer behavior materialized in collecting, storing and analyzing customer data. Will GDPR change this? What will be the problems associated with this regulation? How will they adapt their marketing activities to the new regulations? In this article, we looked at various aspects of the answers to these questions. Based on the analysis of the experts’ opinions, we highlighted the changes companies will make to comply with the GDPR provisions.
Although it is not commonly accepted within healthcare services industry, the importance of marke... more Although it is not commonly accepted within healthcare services industry, the importance of marketing is more and more recognized nowadays by the organizations activating in the field. Current perception resides in a series of factors as: ethical aspects involved in the ...
The aim of the paper is to present the online tools used by private healthcare organizations in o... more The aim of the paper is to present the online tools used by private healthcare organizations in order to generate patient loyalty. The research emphases a comparative analyze between the Romanian and other European countries private healthcare organizations referring to online tools used by these organizations on their websites to generate patient loyalty.
Bibliometric research has recently gained much interest from academics seeking to investigate a p... more Bibliometric research has recently gained much interest from academics seeking to investigate a particular topic. This study aims to explore the interest of marketing specialists in investigating marketing-related topics using bibliometric analysis. The paper includes the following sections: general information about bibliometric analysis, research methodology and how the database of articles was designed, data analysis results, conclusions and other insights. In this study, we considered the Scopus database for selecting the set of scientific papers. The applications used in the data analysis process are VOSviewer and QDA Miner. To achieve the purpose of the research, we analysed the productivity and impact of countries, journals and papers on the topic of bibliometric analysis in marketing. We also tried to identify the marketing-related concepts that generated the most interest from the specialists in their bibliometric analysis. The study aims to highlight the favorite topics related to marketing that specialists are interested in exploring through bibliometric research.
Analele Universităţii din Oradea. Ştiinţe economice, Dec 1, 2023
The current work aims to present the impact of mass media on young people's behaviour from the st... more The current work aims to present the impact of mass media on young people's behaviour from the standpoint of marketing, beginning with an analysis of this impact treated in the specialized literature and continuing with a verification study on a specific group of students. The topics covered in this paper, meant to be the first in a series of deeper investigations into this area, focus on the elements that have an impact on the young consumer's mental system and mass media influence factors, and a study on specific impact elements like video games, smartphones, and social networks, particularly TikTok. The mass media component will focus on both content elements and mass media supports, from their well-established perspectives, such as: television, radio, print, electronic, and Internet media, social networks, telephony, and video games. The target audience for the study will be young people, with a focus on young students from a faculty of economic sciences. The research will attempt to capture the influential aspects of mass media that this audience prefers to access, including the Internet, the most popular social networks, mobile phones, and other commonly used devices.
International Journal of Information Systems and Social Change, 2020
This article aims to identify the ways in which producers of traditional Romanian food promote an... more This article aims to identify the ways in which producers of traditional Romanian food promote and commercialize in the digital era. Romanian manufacturers of traditional products are hardworking people preoccupied with the quality of the products that they so dearly prepare, but who are struggling to keep up with the latest marketing trends and technologies regarding advertising and commerce. This research is part of an ampler project aimed at identifying and describing consumer behavior of traditional products. It endeavored to find common factors between consumer behavior and the manner in which producers manage to fulfill consumer needs. Therefore, this study is qualitative in nature, based on personal interviews. The results of this research will be disseminated to the producers involved in the study, in hopes of implementing the findings in their businesses. One finding that was particularly interesting is that although producers are reluctant to use new technologies in their ...
DOAJ (DOAJ: Directory of Open Access Journals), Dec 1, 2016
In this study we intended, in the first place, to analyse and determine if the online environment... more In this study we intended, in the first place, to analyse and determine if the online environment represents an efficient environment for promoting educational services offered by higher education institutions in Romania. Another major objective of this paper is to describe a context in which online marketing tools like Facebook and Google AdWords could contribute to promote higher education services in the online environment. In order to achieve the goal, a causal research based on experiment was designed and implemented. The type of the experiment is 'before-after with control group', design. For conducting the experiment, after developing the landing page, two advertising campaigns were designed: one of them through the tools offered by Facebook and the other one by using Google AdWords. The test units considered are two masters of the faculty of economics (one master is the experimental unit and the other is for control). The independent variable is the extent to which the masters are promoted in the online environment and the dependent variable is the number of students enrolled in the two masters during the admission period. Based on the results from this experiment, but also on data of other studies, we consider that the best results in designing online promotion campaigns for higher education institutions - when considering the tools involved in this experiment - are obtained when they are used as complementary tools. According with our observations, Google AdWords has more potential for attracting prospective students on the landing pages containing information dedicated to them, but Facebook's features can be successfully used in particular for creating and developing relationships with potential students so that they will subsequently want to become students of that institution.
Higher Education Institutions (HEIs) are increasingly aware of the importance of adopting a marke... more Higher Education Institutions (HEIs) are increasingly aware of the importance of adopting a marketing orientation in their activity. We consider this is a reaction to the challenges these institutions have to face nowadays. But, for developing effective marketing strategies, HEIs must first clarify the main concepts of marketing in the context of their complex and also sensitive activity. The aim of the paper is not necessary to clarify the aspects of marketing concepts into the context of HEIs activity, but to provoke the specialists and to generate more academic debate for answering questions like: How do we define value in the context of higher education marketing? Who is the client of higher education services and which are the stakeholders? What is the place of the student in defining HEIs' marketing strategy? We try to present some arguments intending to prove that things are not as simple as they look like.
In order to face the new market environment which is in constant change, the company must place t... more In order to face the new market environment which is in constant change, the company must place the customer in the center of its attention. As a result, the company will not follow, first of all, the benefit brought by a certain successful business, but to develop long-term business relationships with the same customers. The integration of Web technologies has an important place into the process of accomplishing companies' objectives to increase the competitiveness degree on the market by generating customers' loyalty. Developing a web-site makes it possible a very good communication with the clients , and this leads, finally, to a constant adaptation of the company's offer to the continuously changing customers' requests.
THE ANNALS OF THE UNIVERSITY OF ORADEA. ECONOMIC SCIENCES, 2021
In this paper, we investigate the importance of Customer Lifetime Value (CLV) as part of the mode... more In this paper, we investigate the importance of Customer Lifetime Value (CLV) as part of the modern marketing strategy. There is no doubt that CLV is one of the most important metrics to be considered in Customer Relationship Management and Relationship Marketing. It represents an instrument meant to enhance the client’s loyalty and to bring some clearance for the marketing strategies regarding the customer segmentation. At the same time, it is one of the most difficult to calculate. As part of this study, we explore how the concept is approached in the academic literature, the notoriety of the concept, the areas, and the topics with which it is associated. In this investigation, we are using WordStat and QDA Miner software applications for content analysis and text mining aiming to extract themes and trends regarding the approached topic from a significant number of academic articles.
The present paper focuses on two interesting topics: online marketing and educational marketing. ... more The present paper focuses on two interesting topics: online marketing and educational marketing. Both concepts are relatively new and not clear defined at the moment, so that aspects regarding particularities of educational marketing and online marketing are discussed in this paper. The aim of this paper is to examine how the higher education institutions in Romania are using the huge potential of the Internet and the associated online marketing tools in their marketing activity and, also, to identify some new future directions for using these tools. A qualitative research based on content analysis research method was used in order to achieve the objectives of the study. Although the academic literature mentions the importance of marketing in the educational services industry since the mid-1980s, the awareness of the need to adopt a marketing orientation philosophy is a new trend not only for the higher education institutions in Romania, but also for those from outside Romania. Nowadays, the challenges the higher education institutions are facing are large and complex and involve, it seems, changes regarding the strategic approach, but also rapid changes in operational terms. The other important topic of the paper, online marketing, is also a relatively new one in the academic literature. Both the academic literature and practitioners in the field are using relatively similar concepts regarding the online marketing topic, concepts that are not yet clearly defined and delimited (including Internet marketing, digital marketing, e-marketing, web marketing etc.).
The aim of the paper is to present the online tools used by private healthcare organizations in o... more The aim of the paper is to present the online tools used by private healthcare organizations in order to generate patient loyalty. The research emphases a comparative analyze between the Romanian and other European countries private healthcare organizations referring to ...
The study aims to provide a series of information that will contribute to the understanding of th... more The study aims to provide a series of information that will contribute to the understanding of the concept of healthcare marketing and other associated concepts from the perspective of how research in the field has evolved. We aim to quantify the scientific interest in the field of healthcare marketing and to extract aspects that will contribute to a better understanding of the trends that characterize the specific vision of this topic. The research involves a bibliometric analysis, and the conduct of the study is based on the investigation of the academic literature from the Scopus and PubMed databases based on the PRISMA methodology. The study investigates 1077 papers published between 2000 and 2022. According to our study, the most productive countries in the field of healthcare marketing academic publications are the United States, the United Kingdom, and India. As research themes, the study revealed that customer/patient satisfaction, medical tourism, social marketing, and hosp...
Tourism: An international Interdisciplinary Journal, 2015
Nowadays, traditional travel agencies face a number of threats, as a result of the development of... more Nowadays, traditional travel agencies face a number of threats, as a result of the development of the virtual distribution market, by multiplying virtual intermediaries and the direct connection of the suppliers to the customers. Minghetti and Buhalis (2010) argue that the technological gap, skills in using information and communication technologies, attitude towards innovation create a digital divide and an exclusion of the organizations that are unable to attend the entire distribution network. Among the strategies that the agencies can adopt to stay on the market are: more attention to the Internet, the personalization of the relationship with customers, brand creation, cost reduction etc. Th e study conducted aims to determine the way in which travel agencies in Bihor County approach the online market of tourist distribution and what measures they adopt to maintain and develop their market position, relative to competitors. Th e research is quantitative combined with qualitative...
The aim of this paper is to present the potential which could be offered by managing databases in... more The aim of this paper is to present the potential which could be offered by managing databases in direct marketing through gathering the information that could offer the shortest and efficient way to the clients needs. The paper includes the necessary steps to make this activity a real success
The paper aims to analyze and synthesize the effects of the General Data Protection Regulation (G... more The paper aims to analyze and synthesize the effects of the General Data Protection Regulation (GDPR) on the marketing of organizations. Currently, information is essential in marketing, and as a result, marketing is increasingly seen as a data-driven activity. Marketers are aware of the changes that information technologies have brought in their activities, offering the opportunity to develop innovative and creative customer-oriented strategies. This type of strategy is based on a deep understanding of customer profile and customer behavior materialized in collecting, storing and analyzing customer data. Will GDPR change this? What will be the problems associated with this regulation? How will they adapt their marketing activities to the new regulations? In this article, we looked at various aspects of the answers to these questions. Based on the analysis of the experts’ opinions, we highlighted the changes companies will make to comply with the GDPR provisions.
Although it is not commonly accepted within healthcare services industry, the importance of marke... more Although it is not commonly accepted within healthcare services industry, the importance of marketing is more and more recognized nowadays by the organizations activating in the field. Current perception resides in a series of factors as: ethical aspects involved in the ...
The aim of the paper is to present the online tools used by private healthcare organizations in o... more The aim of the paper is to present the online tools used by private healthcare organizations in order to generate patient loyalty. The research emphases a comparative analyze between the Romanian and other European countries private healthcare organizations referring to online tools used by these organizations on their websites to generate patient loyalty.
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