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This year, the crisis still persists in all areas of business models in the market and its potential for growth, customer behavior will change clearly. In this respect, the importance of efficiency will be materialized in the results and objectives. Cutting marketing budgets is not necessarily a solution for companies in this period. Romanian consumers are changing, and if it changes, and then business / SMEs must adapt and therefore communication must adapt. The purpose of this paper is to highlight the importance to be given to a fair and consistent communication in time of crisis.
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