Mircea Fuciu
@ulbsibiu.ro
Department of Management, Marketing and Business Administration
Lucian Blaga University of Sibiu
RESEARCH, TEACHING, or OTHER INTERESTS
Marketing, Management of Technology and Innovation, Organizational Behavior and Human Resource Management, Tourism, Leisure and Hospitality Management
Scopus Publications
Scholar Citations
Scholar h-index
Scholar i10-index
Scopus Publications
Mircea Fuciu
Walter de Gruyter GmbH
Abstract The fast-paced development and evolution of the marketing concept in the last decade has generated the need to delve into the past to understand the future. Therefore, the current paper aims to bring forth a better understanding of the evolution of the concept of marketing thought, while doing a bibliometric analysis on the papers that mention the term “marketing thought” in their title and / or abstract. The findings of the literature review as well as the results of the analysis are representing a starting point in the process of continuing the research undertaken by authors in the 20th century and, thus providing a starting point in the development of new marketing theories on the evolution of the marketing thought in a time governed by the internet, social media, artificial intelligence, or online consumer behaviour.
Mircea Fuciu
Walter de Gruyter GmbH
Abstract Social media has become an almost permanent presence in our lives and in the business world. In the last two decades the marketing activity has changed greatly due to the development, of social interaction platforms such as Facebook, Instagram, Twitter, or TikTok. The usage of social media marketing has created new challenges for the marketing specialists which needed to adapt and adjust their strategies to meet the direction but the business environment is going. Among the challenges that the marketing world is facing when using social media is that of profiling the consumers (current and potential) in order to achieve a successful marketing strategy and therefore lead to higher financial gains. The current paper aims to bring forward the importance of social media profiling in the marketing activity while underlining some important theoretical aspects about social media and profiling and at the same time presenting the results over short secondary data analysis that shows some general profiles for Instagram and TikTok user, with a direct link to the evolution of the revenues generated by the advertising done on the two mentioned social media platforms.
Fuciu Mircea
Walter de Gruyter GmbH
Abstract In the last decade or so, the Romanian wine industry has changed and developed greatly, by the increase of wine producers, especially the niche producers, alongside the traditional, big, producers. The paper aims to understand the new tendencies in the field of marketing, that occur on the wine industry of Romania, as well as the changes that take place in the minds and lives of the consumers in the context of the online world, combined with new trends and technologies that can be used by the consumers. Secondly, the paper represents a secondary data analysis of the International and Romanian Wine Industry, in terms of production and consumption, we also presented a short profile of the Romanian wine consumer, as a result of a survey developed by wine industry organisation. The paper shows some new trends of the wine industry, underlined by the specialists, as well as technologies and methods of marketing interaction with the consumers used by the Romanian producers of this product.
CETINA IULIANA, DUMITRESCU LUIGI, FUCIU MIRCEA, ORZAN GHEORGHE, and STOICESCU CRISTINA
Bucharest University of Economic Studies
The emergence of the online social networks (OSN) has created for companies and marketing specialists a brand new method of reaching and communicating with their target groups. This paper aims to present the results of a quantitative marketing research (part of a larger qualitative and quantitative marketing research) which was designed in order to identify if and how the online social networks influence the consumers’ buying behaviour. We presented a short literature review regarding the concepts of online social networks, consumer behaviour, economic and marketing models as well as several marketing models linked to the usage of information technology by the consumers. The second part of our paper presents the research methodology, the proposed conceptual model of online social networks influences on the purchasing behaviour and the validation process. We have shown, following the statistical analysis, that the online social networks influence in certain aspects the buying behaviour of the consumers. We concluded by underlining certain theoretical and managerial implications, as well as by drawing some conclusions and pointing out several research limits.
Hortensia Gorski, Mircea Fuciu, and Luigi Dumitrescu
Walter de Gruyter GmbH
Abstract The current changes and challenges of the economic and financial environments have created a need for further development in the way higher education, organizations and management systems view the sustainable development and business education. The purpose of this paper is to examine different aspects and approaches regarding sustainability, sustainable development, and Corporate Social Responsibility (CSR) in the context of business education. The research is based on a literature review, on the experience gained as a result of our participation in various projects and international activities regarding the above-mentioned concepts, and on the results of several qualitative and quantitative marketing researches developed by the authors. Based on these findings we are underlining the fact that the concepts related to CSR and its components are not well known by managers of companies and public institutions and we also point out the fact that the respondents that have knowledge and skills in this field, have acquired most of them outside the formal education system. Furthermore, the paper contributes to the discussion needed to take place in order to understand that universities should make important steps not only for reorienting curriculum, developing programs, and modules, but also in implementing innovative teaching methods in order to integrate such topics in their educational programs.