From marketing mix to a new strategic tool of communication mix of communication Author: Ec. Ph D, Eng.

. PhD, Senior Lecturer Mircea Aurel NI-NSPSPA, Bucharest, Romania Address: m_a_nita@yahoo.com, +40.727.469.542; +40.21.224.34.40 Abstract The paper deals with a new tool of strategically thinking based on communication and public relations mixes, and levels of knowledge, specific to inter and transdisciplinary approach. Practical experience show me that sometimes different types of communication strategies, image and public relations strategies are confused and realized by people who do not have integrated competencies of marketing and management, but only of communication and public relations. It was applied analogy and comparison methods, so that in the end it is proposed the strategically communication mix, as a tool. Improving the marketing model of amphitheater, this can be also used for designing the communication, image and public relation strategies. The main advantage is that the proposal can be generalized for almost all the application fields above-public marketing, new management, public communication, including public administration and can be used by both specialists and nonspecialists in marketing or public marketing. Keywords: communication mix, integrated and marketing communication, strategically thinking, marketing, management, interdisciplinary and transdisciplinary 1. Introduction The acceleration of the technological, social, political, legislative, economical, institutional, cultural, religious, educational, and scientifical changes nowadays has consequences upon the individual and the organizations. Practically, the market is in a continuous process of change, having as a consequence the need of change among the ones who operate inside it. Marketing, as science or as discipline is constantly improving itself, so that the new scientifical approaches are usually intra, inter and multi disciplinary. In Romania, starting with 1st of January 2011, the new law of education established to be introduced within preuniversitary education the transdisciplinary approach and later on in the universitary field, based on levels of realities and levels of knowledge (Basarab Nicolescu, 1999). Another paper will be focused on this theme within this conference. Marketing and its strategies are oriented nowadays towards a management of the relationship with the MRC clients, a management of relationship with the MRP partners (internal and external), a global relationship between the organization and the world 1

focusing on the socio-cultural and environmental reposibility, the values promoted, as well as a wider involvement of the marketing in the non-profit and public field. Thus, the new connected world of marketing has determined the transition of the vision of marketing from a market focused on products and production towards a segmented one focused on the consumer, on its relationship with him and oriented towards satisfying the final client. Of course, if the quality assurance and management have as a final goal the client's satisfaction, keeping the old clients and creating as many new relationships as possible with the old and new clients mostly through direct means of communication and by offering products which are adapted to the new expectations and needs of the consumers have determined the development of a diferentiated marketing. MRC is nothing but the empathic approach of the classic management of the bidders, thus being an interdisciplinary approach. The theme developed in the present study justifies its choice precisely through the necessity of approching the world of marketing and communication from an enriched perspective, adapted to the present situation, perspective focused on the ideea of combining (mixing) and of integrating the methods proposed to be used at different levels of knowledge by experts, but also by the nonexperts in marketing and communication.

2. The mix of marketing. Short history 2.1. Definition and structure. A new interdisciplinary approach As the market saturates, any organisation or business must develop a competitional advantage for the products and services offered. Consequently, after the company has defined its position on the aim market follows the development of the marketing strategy, which implies establishing the actions which are practical for supporting the strategy and the efforts necessary for their development. The marketing-mix concept was introduced by professor Neil H. Borden from Harvard University in 1957, when he identified twelve instruments, or elements: devolepment of the product, wrapping, price, brand, chanels of distribution, personal sale, advertising (paid), promotion of sales, exhibition, services (post-sale), logistics, gathering and analyzing data. Later, also other experts brought their contribution to the delienation and development of this concept, having as a consequence the regrouping of 2

the means, or the instruments available for any enterprise, originally presented. The expert who developed a largely accepted structure of the marketing-mix was E. J. Mc Carthy, who, through a synthesis, grouped the above mentioned means around four pillars of the marketing activity, the well known 4P: product, price, placement (distribution), promotion. So, the marketing-mix represents the set of marketing instruments, tactical and adjustable, that the enterprise uses to achieve its marketing goals on the aim market. This mix of marketing consists in everything the company can do to influence the demand of its products and it reffers to they way the respective variables and the resources of the enterprise are used the dosage in which they will participate at the global effort of the company to have the desired effects (V.Balaure, 2002, p.288). This represents, in essence, a combination or mix of more variables adapted to the market changes and the ones amongst the competition. The variables of marketing-mix are considered internal variables, with their help managers taking decisions and not only. It can be concluded that the marketing-mix has become an instrument of designing, controling, and monitoring the market and one of comparative analisis of a business or public service. More than this, the present study proposes the use of the dinamic marketing-mix naming because this stresses the phenomenon of the changes in the market, consequently the necessity of accomplishing the coordonation function of management (M.A.Nita, 2003, p.64). The organisation or the planner of the marketing-mix wish to influence the perception of the final consumer, more precisely to determine a new way of thinking in what concerns the client, based on the superiority of a product or a service, including public, compared to a similar one supplied by the competition it can be another private, public or private-public entity. This interdisciplinary psycho-economico-managerial approach has redefined the product and the public service based and initially defined through technical characteristics and specifications towanrds a product and public service based on one or more advantages differentiated from the ones belonging to the competition. In the end, the combinations of the 4P instruments appear and are defined, more precisely, the submixes corresponding to each unique differentiated advantage.

Fig. 1 Definitory elements of the marketing-mix (V.Balaure, 2002, p.288)

I shall used especially two terms which seem to be similar, competitive advantage and unique differentiated advantage, because through the comparison with competitive products and services, types A, B, C etc, there can be identified competitive advantages or advantages that are differentiating from A, B, C etc., but which do not necessarily represent a unique differentiated advantage - this is defined as the unique quality or feature that belongs only to a certain product of public service. More than this, this quality cannot be copied by the competition on short or medium term, for example because of a protected inovation, invention or technology. The competitive advantage reffers to the organisation and the unique differentiated advantage reffers to the product or service, but a competitive advantage can be based on the unique differentiated advantage of the product or service. Starting from the above figure it can be mentioned that for chosing the marketing-mix there are a multitude of possibilities; its concrete 4

structure, the position of each of its elements depending on the possibilities of the organisation, on the market demands, and also on the marketing objectives of the organisation to supply value to the consumers. A structural adjustment of the marketing-mix is necessary, where a part of the marketing-mix variables can be adjusted on short term (changes at the level of prices, of the forces of sales and advertising expenses), while others (the design of new products and the change of the distribution chanels) are objective on medium or long term (V.Balaure, 2002, p.67). The growth of the marketing-mix efficiency and efficacity can only be accomplished through the interconditioning of the 4P, the interdependence inside each P and between the 4P: if one of the elements changes, then also other elements sometimes impose the corresponding chande of the other three elements. What may be an advantage for the supplier, according to the Law of excluded middle, in dualism it can also be a disadvantage for another segment, for example the final consumer attacked with this marketing-mix. Practically, we are dealing with a set of instrument used only from the suppliers perspective, the orientation being towards production and profit, the consumers perpection being inexistent in the structure of the mix-marketing.

Fig. nr. 2 The vision of the supplier Fig. nr. 3 The vision of the consumer regarding the marketing-mix regarding the marketing-mix (adapted after Ph. Kotler)

Applying empathy and transfering it from psychology and communication, the marketing designers who up to the present used to sell products and services, change the perspective of the interest from the one of the supplier to the one of the consumer. Why? Because the market is starting to saturate and the consumer buys value of solutions to the problems he is dealing with, looking for an advantage or a benefit, translated most of the times in economy, comfort, security etc. This is why Kotler is right when he offers as a solution for the 4P the priority of the 4C, both in what concerns the design and the implementation of the marketing-mix (see Fig. nr. 2 and 3)

2.2. Variations of the marketing-mix comparative analisis In this subchapter I will underline the number variation of the 4P, and also the placement of the elements of the mix-marketing in new categories, different than the classic ones. Consequently, there can be some cases in which the marketing-mix does not necessarily have all its four elements, being possible to limit itself to two, three or even a single element, the other ones being in reality frozen in the previous levels and structures. This new approach is criticized because it is considered that it simplifies the marketingmix too much and that it omits the most important P personnel. For example, in services marketing it was felt the need to develop a marketing-mix consisting of more elements (5-7 or even 9) by adding new ones, which reflects the importance of the elements that contribute to the creation and supply of services: personnel, clients, physical support of the labour conscription, proces of creation and supply etc. A version of marketing-mix suitable for numerous situations from the service management segment and it comprises six elements (6P): product (service), price, promotion, plasement, personal performer, proces and the sistem of performing services (V.Balaure, 2002, p.67). Also Philip Kotler considers that service marketing needs more than the usage of the 4P of the general marketing, mentioning that service marketing consists of both internal marketing (the enterprise marketing, linked to the quality and performance of the employed reported to the motivation), and interactive marketing (underlines the influence and perception of the quality of the services through the quality of the seller-buyer relationship, the client perceiving the quality not only from a technical perspective, but also from a functional one, favored by the interactive framework). Actually, Kotler 6

forgets to mention the essential, which means that he does not talk about the marketing based on empathy towards the consumer. In what concerns grouping the elements of the marketing-mix there can be made the distinction that it implies two categories of variables (Dumitru Zai, 2003): Primary (basic) variables: product, price, distribution, communication (promotion) Combined variables, derived from the communication variable of the company, but which imply also other variables: personal selling, merchandising, brand. Personal selling is considered to be the fifth P. Some authors include it in promotion, others extract it from promotion and include it in distribution because this variable comprises both elements specific for communication or promotion and also for distribution. This compound and distinct variable of the marketing-mix represents the personal presentation of the products and services in the process of communication with the potential clients in what concerns realizing some sales oriented towards the relationship with the client. Merchandising also joins elements from the communication and distribution segment. It implies the monitoring and managing of the selling points stalls, shop windows, shelves etc., controlling the presence of the products in the selling points, anallizing their rotation and their profitableness of the location of each product, the spatio-temporal-contextual orientation, and also organizing the presentation of the products on different levels of exhibition inside a stall or on some of the shelves. Depending on the type of the product, the stage of its cycle of life, the marketing strategy pursued by the company, the products can be exhibited taking into consideration the mix of human senses, at the level of the eyes, above or below, at the level of the hands, feet, ground, sometimes in tandem with the retinal image of the brand positioned on the floor etc. At the same time, their presentation can be realised horizontally (the products belonging to the same family are organized from left to right), vertically (up-down) or in bulk (without following a certain order) or even as a spiral spatiality brings novelty and attractiveness. The brand is a special variable of the marketing-mix; it is complex, having the purpose of integrating the majority of the marketing activities of a company - the 4P. From a juridical point of view, the brand is a distinctive sign, consisting of a name and its visual representation in order to diferentiate a product, service or an organisation. The honest brand offers the buyers the warranty of a certain quality and it constitutes, respecting the 7

law, an exclusive right. The consumers view the mark as an important component of the product, which can make it valuable through the two purposes the brand has: the material purpose (the warranty regarding the quality and the functionality of a product) and a psychological purpose which takes into consideration the image of the brand. Also in this case, transferring the ensemble of ideas and relative representations of an individual or group of individuals from psycho-sociology into marketing the brand image is obtained. It can be defined and measured as being the result of the consumers following some real experiences and afective impressions, not only rational-cognitive, as an inseparable mixture of objectivity and subjectivity. It is nothing but a psychological perception trasferred theoretically and applied practically in marketing, where the object is the brand the approach is interdisciplinary also in this case. The image is an attribute of the psycho-social life, based on the ability of the human mind to create mental representations which can influence the individual or colectivitys power of decision . The dual aspects, according to the Law of excluded middle, are to be also to be found in this case, as the image can be influenced through classic and new means, for example psychotronic or of manipulation. From the perspective of marketing, the brand image represents the perception of a person regarding a brand or a reflection of the personality of the brand. There are very many cases when the brand image of the organisation and the brand image of the product interact and can substitute one another or complete each other.

3. The communication mix and the improved model of the amphitheatre 3.1. The improved model of the amphitheatre J. Lendrevie and others, proposed a schema for the marketing application this graphic representation can be improved today, due to the visible changing of Romanian market (J.Lendrevie, 1979). In Figure nr. 4 we can see within the arena or market of communication similar with the economical market, the main actors, such as: 1 emitters E, 2 receivers R, 3 intermediates INT that can be 3.1 prescribing people PP and 3.2 distributors of message DM, with or without the product itself (Nita., A., M., 2003, p.17; 2004, p.197).

The model of the amphitheatre is very useful in understanding the market of communication, even for nonspecialists, too. As we can see, it have been used analogy method with a football game and substitution method by exchanging producers or manufactures with emitters, consumers with receivers, distributors of products or services with distributors of messages, prescribing people for products or services (like professors, architects, doctors, pharmacist) with prescribing people for messages or public relations events (like rumouring people). These methods are taken from mathematics and engineering and are used in marketing and communication field, too see Figure nr. 4. What about the demand and tender? Communication is a basic need placed by Abraham Maslow on the third level, but it is any time an instrument for satisfying, direct or indirect, all the other needs. The demand of communication CD within open markets and globalization trend does exist it is a fact in primary reality. That is why, logical thinking tells us that the tender is an effect for the main cause that is the demand; even in saturated markets, the producers can force and influence a new demand using manipulative instruments of communication. So, the producers of messages establish the tender of communication CT. What about the effective demand? Very easy to demonstrate that all three conditions are satisfied, such as: 1-the Romanian NADA or English word BATE for fishing (Needs, Expectations, Desires, Aspirations) exists, 2-the power of purchasing for a newspaper, a TV or radio subscription exists and the 3rd one - option, too. Which are the distributors of message? Either press networks that are selling their tangible product such as newspapers, magazines, television and radio programmes etc., either mass media itself, seen as an independent business, even public administration staff that is consuming press and news. Now, we can substitute distributors of message DM with public relations events PRE or companies PRC and, as we can see, the market of PR is using the same model of the amphitheatre. We must adapt and change marketing objectives in connection with strategically objectives for the top management and, on the other hand, with communication objectives, image and public relations too. The model is still functioning.

EU

Fig. 7 Structural and functional model of communication market

MPD-producers' message; MC-consumers' message; INT-intermediates network for messages; DM-distributors of message; PP-prescribing people of message; CT-tender of communication; CD-communication demand; E-economical medium; SL-social medium; P-political medium; DM-demographical medium; I-institutional medium; L-legislation medium; C-cultural medium; R-religious medium; T-technological medium; S-scientific medium; EC-ecological medium; MM-mass media; EU-European Union medium; G-globalization medium; ED-educational medium

10

3.2. ADLU analyze of amphitheatre model Advantages, Disadvantages, Limits, Utilization Advantages of amphitheater view This graphical representation in Figure 4 offers: - a global view, that in strategically way of thinking is called helicopter view; - all the actors are seen in the market; - all types of direct relations are pointed, such as the arrows between prescribing people PP, distributors D, tendering and demanding actors communication CT and CD - all types of indirect relations between these actors and mediums (economical, social, institutional etc.) can be drawn, such as relations between distributors D and all types of marketing medium that have not been drawn by the help of arrows; - the dynamic of the ratio between demand and tender appears as a necessity and, starting from this market's situation (condition for identifying the value of the ratio in

comparison with 1 value), all the team involved in marketing, management, communication, image and public relations uses the same global view amphitheatre model; - all the factors that can influence the game of demand and tender in a market are also pointed they are interactive stands within a stadium; we consider that 15 factors, named as marketing medium, can show all types of relations between the market that has to be analyzed; - it is very easy to identify all types of consumers, all types of target segments, target public and the difference between them. Disadvantages of amphitheatre view The model does not answer to the question HOW should I play in the marketfootball ground, WHICH are the strategies and tactics for a marketing war, so that it is necessary a focusing within the football ground. Another disadvantage consists in the fact that this model does not point the targeted market the targeted segments. Limits. Utilization From the point of view of their behaviour, these mediums have an interactive role, like people watching a football game sometimes, these decision people from the 15 marketing media can sustain the market game or, on the contrary, can oppose it. On short, 11

the institutional medium, technological, scientifically and/or mass media etc., can be either pro, or against the business in the market. We can generalize, if it is spoken about products and/or services, so that the model can be useful for nongovernmental organization, public administration etc. Any type of product or service that is coming from any type of an external marketing medium, can be put in the middle of the football arena, so that all the advantages of an external medium will appear immediately. Two solutions are possible: 1- either a new figure that eliminates these disadvantages will be designed separately and by the help of a link is following immediately after figure number 4; 2- either figure number 4 is improved. The objective of the new innovation process is to eliminate the disadvantages and to underline the role and the importance of marketing mix, in order to give the right perception not only to marketers, but to specialists in communication, image and public relations and oriented to final clients.

3.3. Producers approach and consumers approach. The dynamic mix of marketing Analogy, substitution and association are three methods used for the new model. So, analogy between a table with four legs or a maritime platform, in order to give a global view of the marketing mix meaning can be useful, but, in the same time, is limited, due to the fact that the table's perception is a static object. Once is put in a dining room or living room, the length of the four legs is fixed. It is proposed the term dynamical marketing mix and a new comparison with a marine platform with adjustable or telescopically leg, in order to keep the products, services and the consumers on the same horizontal platform. You will ask me why to do this? First of all, because I noticed that few people are able to link inside their mind the 4 P (Product, Placement or distribution, Promotion and Price); secondly, the market is changing, exactly like a sea, that now is silent and other time is stormy due to a changing situation, that can be: 1 - either a new comer in the market that can produce more or less a stronger vibration, a new wave of changing; 2 either an atypical situation, such as, ending of a life cycle and following a new NADA, a catastrophe - earthquake, inundation, 12

war events that can modify the demand. This new situation must catch the attention of the manager and adapt immediately-in real time if it is possible-, the already designed marketing mix. PRODUCER VIEW CONSUMER VIEW

Mk mix

NADA mix

P P

FN SN

SD BN

EN

TS / Profit Aim

Aim Spiritual Evolution + Material Satisfaction

Fig. 5 Marketing mix TS- target segment.

Fig. 6 NADA mix FN-physiological needs; SN-security needs; BNbelonging needs; EN-esteem needs; SD-self development needs.

On short, motion produce changing (prime cause and prime effect) and the last one (second cause) must produce adapting of the mix (secondary effect). Dynamic mix of marketing should be a better concept together with a marine platform (with telescopically legs), as a better analogy analogy is also considered a scientifically method that can improve using of the models with all their types of limits. The radar of a marketer is symbolized like a funnel and its main function is scanning and monitoring, in real time, the whole market. So, the marketing mix viewed like a part of a cone see figure 5 - can be a transformed into a full cone that become a radar symbol and working instrument, at the same time, for the producers. 13

The same analogy is useful to transform the Maslow pyramid into a radar symbol by the help of needs mix. The consumer is using his own radar to satisfy not only his needs, but his own NADA-Needs, Expectations, Desires, Aspirations (translated fom Romanian language into English means bait for the fish. Figures 5 and 6 shows the marketing mix from the perspective of the producers and NADA mix from the approach of the consumers who are running in the market in order to satisfy their tangible needs and not only. 3.4 Communication mix and public relations mix Now, is time to speak about communication mix CM, defined by changing the Product-1P with Message this means the 1M - so that this is the new mix in communication: the 1M + 3P, where the 3P have the same meaning like in marketing mix. Price is the cost of the whole campaign that can be seen as the price to multiply the impact of the message against the audience. The other 2P are also the same Promotion but promotion or prescribers of the message and Placement of it, that means distribution or placement of the message DM, see Figure 7. EMITTER

COM. mix

M P

TP / Image Aim

Fig. 7 Communication mix 14

This means that the amphitheatre model still works in communication, image and public relation field see Figure nr. 7. The communication mix CM consists in 1M + 3P and it is a better solution from the management and marketing approach on communication. The public relation mix PRM consists in 1E + 3P; E means events or events mix and is coming from the changing of the same product - 1P within marketing mix with event-1E. Animation by the help of POWERPOINT slides shows the dynamic of structural and functioning communication amphitheatre model radar symbol motion is used for NADA mix of consumer against communication mix - CM, either strategies mix - SM and public relations mix-PRM/PM, using the same amphitheatre model.

4. Integrated communication, types of communication and the place of marketing communication The segmentation of the market conditions the marketing specialists to develop specialized marketing programmes, able to build close relationships with the clients on the micromarkets because the richness of the communication channels mix and of the promotion instruments cannot be integrated so easily by the company. As a solution there is the concept of integrated marketing communication (IMC). Practically, the goal is that the organisation would value the potential of the marketing communication inside a strategy that is coherent both from a comercial and an organisational point of view, strategy subordinated to the vision and the general management objectives. Depending on this global image asociated with the organisation and on the general management and marketing objectives, the organisation adopts strategies of comercial, organisational or mixed communication, of course, at a certain point of the cycle of the market and the products. Comercial communication can be 1 a downstream communication (acquisitions/entrances, that is a communication defined in relation with the contractors), 2 a marketing communication belonging to the marketing activitires which refer to the study of the demand, supply and competition, and 3 an upstream communication (sale/exits, that is an communication associated to the clients). 15

Similarly, the organisational communication is another type of communication and can be structured in three categories, as follows: 1internal communication IC, 2 external communication EC and 3 mix communication MC. The organisational communication as an activity produces a measurable effect, more precisely, a global image of the organisation and a communication of its cultural identity, for example through vision, mission, values, brand. But the global image and the cultural identity have in their turn dimmensions, both internal and external. The integrating element is the mix communication, which obviously has the elements of a comercial and organisational communication, and its instrument is the communication mix. The communication mix has as an element of diferentiation from the marketing mix the message and is also included in the integrated communication. It represents an instrument both for the commercial and the organisational communication, and also an instrument of the marketing communication; in the particular version it was referring to the communication corresponding the 4P - product, service, promotion, distribution (including the brand that some authors place inside the promotion). Another characteristic of the communication mix is the fact that it integrates the total amount of objectives, attributes, means (instruments) specific to the marketing communication and it produces as an effect the global image of the organisation. More concretely, the levels of the integrated levels of communication express themselves at the level of the company and of the market, and also at the level of the top management, through the following strategies: The comercial communication strategy is used if the goal is for the global image of the organisation to coincide with its comercial image. This strategic alternative is usually adopted by the very powerful companies who own prestigious brands which are able to support on their own the image of the entire company. The organisational communication strategy is usually used by the organisations which supply difficult to be positioned on the market goods and/or services because of the fact that they are difficult to be differentiated from the ones offered by the competition. It is the case of banking services, for example the banking products are practically identical and are, consequently, very difficult to be positioned on the market. A well projected and 16

implemented organisational communication strategy can make the difference between success and failure on the market. The mix communication strategy is given by the simultaneous actions in the two spheres comercial and organisational. It is the strategy prefered by the large multinational companies which have substantial promotional budgets.

5. Solutions and conclusions Coming back to the consumer, the art director must work within a specialized team composed from a marketing specialist, a psychologist and a sociologist. Why? Everybody knows that not only motivations of a consumer must be known, but the way of taking the internal decision is very important, too. On short, what is specific to the background of an art director, a psychologist and a sociologist is good, but not enough, is necessary but not sufficient. All of them have no marketing and management knowledge, due to the fact that a way of thinking oriented to competition in the market is not developed within these universities. That is why the objective of the paper was to find a simplified model, called amphitheatre model, that must be easy in use and necessary to link the personal relations within an advertising agency or a marketing one, in order to eliminate the gap of the specialists background communication, image and public relations on one hand and on the other hand, specialists in marketing and management. The model is a structural and functioning one and can be used in marketing, communication, image and public relations and it is easy to be applied by an interdisciplinary team, even in public administration, too. Another paper, focused on intercultural approach is necessary, due to the fact that EU is an intercultural and multi cultural association or market. An intercultural approach of how to negotiate the image of a product or service, even a public one, is also necessary in EU. Communication mix and public relation mix, closed and together with marketing mix can be used separately or together even in public administration, too. Public administration use more strategies for organizational communication, but the strategies of commercial communication, too. The last one refers to inputs (supply 17

relations), marketing activity (can be public marketing, too) and outputs (selling products or public services).

Biography 1. Balaure, V. (coordonator), Marketing- Ediia a II a revzut i adugit, Uranus, Bucureti, 2002, ISBN: 973-9021-75-1; 2. Basarab Nicolescu Transdisciplinaritatea Editura POLIROM, Iai, 1999, ISBN 973-683-234-1; 3. Cosma, S., Somean, C., Bazele Marketingului, Ed. Efes, Cluj Napoca, 2001; 4. J. Lendrevie, D. Lindon, R. Laufer Mercator-Theorie et practique du marketing, DALLOZ Gestion Marketing, 1979; 5. Kotler, Ph., Amstrong, G., Principles of Marketing, Prentice Hall, New York, 2004, ISBN: 0-13-0418145; 6. Kotler, Ph., Marketing Management, Prentence Hall, New York, 1988; 7. Nita, A.,M., Towards a change of paradigm in the communication management: levels of reality and operation of the mind, 3rd International Conference of AROSS, Semiotics Creativity UNIFYING, DIVERSITIES, DIFFERENCES, DIVIDES, PERFORMANTICA Publishing House, Iasi city, Romania, 2011, ISBN 978-973-730747-7; 8. Ni, A., M., Comunicare managerial. Strategii i tehnici, Editura SNSPA-FCRP, 2003, ISBN 973-8376-39-4; 9. Ni, A., M., tiine economice. Marketing i management, Editura SNSPA-FCRP, 2003, ISBN 973-8376-26-2; 10. Ni, A., M., Contributions of marketing and management approach on communication with applications in the field of image and public relations, ICELM-1, International Conference on Economics, Law and Management, Romania, PETRU MAIOR University, 3-5 June 2004, ISBN 973-7794-00-1, p.p.191-203; 11. Popescu, Ioana Cecilia, Comunicarea n marketing, Ed. a II-a, Editura Uranus, Bucureti 2003, ISBN 973-9021-79-4; 12. Severin, W.J., James W. Tankard Jr., Perspective asupra teoriilor comunicrii de mas, Polirom, Bucureti, 2004, ISBN: 973-681-446-7; 13. Tofler, A., Future Shock, Random House, New York, 1970; 14. Zait, A., Relaii Publice, Sedcom Libris, Iai, 2003, ISBN: 973-8353-57-2. 18