Contributions to Management Science Marketing Theory and Practice in Romania

Over the last three decades, the Romanian economy transitioned from a centralized, nonmarket economy, that outlawed private property, to a thriving, free-market economy. During this time, it had to overcome non-marketed mentalities, the novelty of private ownership, develop a civil society, absorb numerous political shocks, content with the global digital revolution, and compete with foreign rivals. This book explores the marketing experiences in Romania over this period to provide insights for other developing nations, such as Asia, Africa, and South America. It provides a blend of marketing concepts and analytical tools as well as case studies. It explores such topics as artificial intelligence, neuromarketing, introduction to international marketing, relationship marketing, sports marketing, retail marketing, marketing in family businesses, and tourism marketing, to name a few. This book is useful for researchers, scholars, academics, students and practitioners interested in international marketing and marketing strategy, particularly for developing nations.