Nistorescu, Tudor and Puiu, Silvia (2009): Marketing strategies used in crisis - study case.
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The economic and financial crisis affected all the economic sectors, spreading all over the world. The retail sector had to adapt to their customers ´preferences and needs, which according to Ang, Leong & Kotler (2000) change in times of financial crisis. The purpose of this paper was to examine how Romanian retailers adapt their marketing strategies to the changing consumer buying behavior during the financial crisis.A qualitative method was chosen for this research, and the empirical data was gathered from two companies in the Romanian retail sector: Real Hypermarket and Carrefour. Primary data was collected through annual information from their websites, annual reports and different articles. Both companies observed some changes in the behavior and preferences of their customers, so they implemented some marketing strategies during the crisis. The research is useful for companies being in a similar situation, in order to see how the crisis can be managed.
|Item Type:||MPRA Paper|
|Original Title:||Marketing strategies used in crisis - study case|
|English Title:||Marketing strategies used in crisis - study case|
|Keywords:||strategy, retail, Carrefour, Real, hypermarket|
|Subjects:||M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing|
|Depositing User:||Silvia Puiu|
|Date Deposited:||10. Oct 2009 05:56|
|Last Modified:||11. Feb 2013 17:01|
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