The Impact of the Economic Crises over Management Marketing Strategies of Romanian B2B Companies

The main objective of the paper has been represented by the identification of the changes that occurred in the competitive environment and their impact on the strategic marketing management of companies in B2B market. At Romania-s level there has not yet been done a similar research that studies change management in crises on business to business field. In order to answer to the paper-s objectives, a qualitative marketing research (in-depth structured interview) was conducted, within the top management of 27 companies in Romanian business to business field. The main results of the research highlight the necessity of a management of change, as a result of the crises, as follows: changes in the corporate objectives (from development objectives to maintaining objectives), changes market segmentation and in competitive advantages, changes at the level of market strategies and of the marketing mix.

Authors:

• S. C. Căescu
• I. Dumitru

Keywords:

• change management
• competitive environment
• marketing management strategies
• strategic marketing.

References:

[1] J. Cupman, "Marketing Strategies In The Current Business
Environment", B2b International www.b2binternational.com/
uploads/files/Marketing_Strategy_Survey_Synopsis.pdf, 2009.
[2] ***,"Financial Crisis Forces China Enterprises to Re-evaluate
Marketing Strategies", Analysis International,
www.prweb.com/releases/analysys-international/research-inchina/
prweb2249114.htm, 2009.
[3] ***, "Impact of The Economic Crisis on The B2b Media Industry in
Asia", Business Strategies Group, www.reportbuyer.com/
leisure_media/misc_leisure_media/impact_economic_crisis_b2b_media
_industry_asia.html, 2009.
[4] ***, "The 2009 Marketing Outlook Survey", CMO Council
www.cmocouncil.org/resources/form_marketing-outlook-2009.asp ,
2009.
[5] F. E. Webster Jr., Industrial Marketing Strategy, 3rd Edition, New
York: John Wiley &Sons Inc, 1991.
[6] Ph. Kotler and G. Armstrong, Principles of Marketing,11th Edition,
New York: Prentice House, 2005.
[7] M. E. Porter, Competitive strategy, Bucharest: Teora, 2001.
[8] V. K. Rangan and B. P. Shapiro, Business marketing strategy : cases,
concepts and applications ,London: Irwin, 1995.
[9] A.D. Taylor, Supply chains: A Manager-s Guide, London: Addison
Wesley, 2003.
[10] M. D. Hutt and T. W. Spech, Business Marketing Management - A
Strategic View of Industrial and Organizational Markets , New York:
Thomson South - Western, 2004.