Bogdan Patrut

BRAND - Broad Research in Accounting, Negotiations, and Distribution aims to make an agora of different experts in economics, social and political sciences. We expect articles from experts in different scientific and practical fields, like accounting, marketing, management, economics, trade, trade law, finance, operations research, optimization, graph theory, game theory, voting, political communication, sociology etc. 

Our journal contains peer-reviewed articles. These should be original and unpublished works by the authors. The peer review process is conducted anonymously, with reviewers being well-recognised scientists from our scientific board, as well as independent experts.

This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.

1

Florin Alexandru Bude

The tourism industry has undergone significant transformations due to economic downturns, particularly during the COVID-19 pandemic. This paper examines the current state of tourism promotion and the strategic approaches utilized in urban areas. The primary objective of tourism businesses is to attract and retain customers through well-designed promotional strategies. Effective tourism promotion involves a combination of cognitive and behavioural strategies to enhance customer engagement. The study explores four major promotional strategies: attraction, push, defensive, and offensive approaches. Additionally, it highlights the role of online and offline advertising in urban tourism promotion, emphasizing the importance of digital marketing, search engine optimization (SEO), and traditional advertising techniques. The findings suggest that a hybrid approach, integrating both online and offline strategies, yields the best results for sustainable tourism growth. (Kotler, Bowen, & Makens, 2017)

2

Bianca Georgiana Diaconu

The financial-banking sector is continuously evolving due to intense competition, making marketing a crucial element for financial institutions. This paper explores the role of marketing in banking institutions, emphasizing the need for a customer-oriented approach. It examines the key characteristics of banking services, including intangibility, inseparability, perishability, variability, and the high degree of imitation. Additionally, the paper discusses the financial marketing mix, detailing its components: product, price, promotion, placement, personnel, processes, and physical evidence. The study highlights how banks adapt their marketing strategies to maintain competitiveness and customer satisfaction in a dynamic market.

3

Adriana-Georgiana-Eliana Fekete

This paper explores fundamental concepts in marketing, tracing its evolution from its early 20th-century origins to its contemporary significance in business strategy. The study outlines key theoretical aspects, including marketing orientations, product classification, product life cycle, pricing strategies, distribution mechanisms, and promotional techniques. Additionally, it highlights the role of Marketing Information Systems (MIS) in modern decision-making. Through a synthesis of expert perspectives (Kotler, 1991; McCarthy, 1960; Vernette, 1992), the study emphasizes marketing's transformation into an integrative function essential for corporate success. The research underscores the necessity of strategic and operational marketing approaches in navigating competitive market environments.

4

Irina Ianto

Banking marketing plays a crucial role in the competitive financial-banking sector, where institutions must continuously adapt to evolving market demands. This paper explores the significance of marketing strategies in banking, emphasizing how financial institutions identify customer needs, develop innovative products, and differentiate their services. The study also discusses key characteristics of banking services, including intangibility, inseparability, perishability, heterogeneity, and replicability. Additionally, the research delves into the process of launching new financial products, the banking product life cycle, and the increasing importance of cross-selling strategies and customer loyalty programs. By integrating these marketing principles, financial institutions can enhance their market positioning and achieve long-term profitability.

5

Monica Muntean

Statistical research relies on various data collection methods, among which surveys play a crucial role in inferential statistics. Unlike total observation, which includes the entire population, survey-based research uses a sample to estimate population parameters and test hypotheses. This paper explores the methodological foundations of survey research, its relationship with statistical populations and samples, and the principles of parameter estimation, including point estimation and confidence intervals. Special attention is given to the properties of estimators, such as unbiasedness, efficiency, and consistency, which influence the accuracy of statistical inference.