The use of electronic communications in marketing activities - qualitative research -exploring the perceptions and attitudes of economic agents from Brasov

Abstract

This study presents, with the help of a literature review and qualitative marketing research, the main aspects to be taken into account in order to ensure a more effective adaptation to the peculiarities of strategy formulation in the digital environment, and determines the main issues regarding the attitude of Romanian companies from Brasov toward the use of electronic communications in implementing digital marketing tools. The paper also identifies different behavior patterns of decision-makers in terms of their strategic options in the implementation of digital marketing.