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competenţelor profesionale ale persoanelor inactive şi şomerilor de lungă durată, tineri şi adulţi din Regiunea Sud-Vest Oltenia, pentru a răspunde cerinţelor angajatorilor din diverse sectoare de activitate în sprijinul dezvoltării regionale, creşterii competitivităţii resurselor umane şi a promovării coeziunii economice şi sociale. Este vizată, în mod special, categoria de şomeri tineri (15–24 ani) de durată lungă (peste 6 luni de şomaj) care este expusă dificultăţilor de integrare pe piaţa forţei de muncă, tocmai pentru că nu există o corelare între calificările şi competenţele obţinute prin instruire şi exigenţele pieţei de muncă. De asemenea, autorităţile s-au implicat în organizarea de programe de formare profesională în următoarele sectoare de activitate: agricultură (lucrător în cultura plantelor şi în creşterea animalelor), comerţ (lucrător în comerţ, comerciant vânzător), construcţii (zidar, lucrători în structuri pentru construcţii), electrotehnică, automatică, electronică, informatică/tehnologia informaţiilor (operatori date şi operatori de reţele), industrie alimentară, a băuturilor şi tutunului şi servicii (ospătar, bucătar). În ceea ce priveşte migraţia externă, Regiunea Sud Vest Oltenia se remarcă printr-un nivel relativ scăzut în comparaţie cu alte regiuni, dar acest fenomen se intensifică în condiţiile în care măsurile de reviriment economic întârzie, iar pauperizarea populaţiei sporeşte. Bibliografie 1. Manolescu, A. (2007), Managementul resurselor umane, Editura Economică, Bucureşti. 2. Mihuţ, I. (2002), Euromanagement, Editura Economică, Bucureşti. 3. Nuţiu, E. (2006), Managementul resurselor umane, Tg. Mureş. 4. Ogrean, C. (2004), Managementul resurselor umane, Sibiu. 5. Porumb, E. M. (2006), Managementul Resurselor umane, EFES, Cluj Napoca. 6. www.cjvalcea.ro/prez/index.html 7. www.cnp.ro/user/repository/prognoza_regiuni_2011_2014.pdf 8. www.ec.europa.eu/news/environment/090102_1_ro.html 9. www.euractiv.ro/uniuneaeuropeana/articles|displayArticle/articleID_12577/Politicile- Uniunii-Europene 10. www.europarl.europa.eu/news/public/documents 11. www.europeana.ro/comunitar/institutii/consiliul%20de%20ministri%20atributii.htm 36
DIGITAL MARKETING INFLUENCE ON THE FORMATION OF BRAND COMMUNITIES Cristian, Morozan 1 Abstract: The digital environment in which the interests of communicating and promoting brands is manifested, in a growing extent, exerts its influence on the dynamic economic sectors, it changes consumer habits but it mainly affects how content is consumed in brand communities. This environment is still not a channel or ad format yet, forming a parallel reality, a complex system which is constantly changing. To enter and to remain here, brand owner organizations must approach communication, both in entertainment as well as in production and sales in a as pleasant and useful way as possible for the members of the communities they support. In this context, this paper consists in a qualitative research method; various sources of secondary information, such as summaries of some events, analyses, case studies, etc., have been consulted accordingly. Key words: digital marketing, brand community, consumers, content, promotion. JEL Code: M31 1. Introduction It has become increasingly clear that in current times the world has passed from manufacturing-based economy to one that manages electronic information based on Internet technology and globalization, and digital marketing is thus increasingly practised. Moreover, research in this field is relatively new and is related to the development in virtual communication, many advertising and public relations companies (allaboutbranding.com, iaa.ro etc.), media monitoring (mashable.com, ZeList. ro, mediabrief.ro etc.), association of marketers (digitalforum.ro, pr-romania.ro, smark.ro etc.), bloggers, well-known authors (Seth Godin, Doug Thompson, David Meerman Scott etc.) showing interest in popularizing the concepts related to communication with promotional purpose, made by means of modern electronic media. In this context, organizations that “digitise” business will be favored, with a view to reducing costs, increasing the influence and degree of market penetration, focusing on both product portfolio and customers, by creating and maintaining relationships with them by means of the so-called “brand communities”. The gain will be at the consumer’s level as well, since they will have a different informational content and greater adaptation to their needs, they will find that they can buy products and advertised services faster and safer. Thus social media is created as a system of people and content that requires a growing long term relationship between brands and community members. In this work we will approach issues about promotion offers through individualized content found in digital marketing, promotion based on allowing customers eager to hear news about brands and to be the first to receive information novelties, sent in a context based on integrated use of electronic communication media. 2. Methodological issues The primary objective of this study has been highlighting the way the promotional communication tools, through digital marketing, influence decisions and purchasing and consumption behaviour of the brand community members, both inside and outside our country. Thus, by using qualitative research methods, various sources of secondary information, such as summaries of some events, analyses, case studies etc. have been 1 Ph.D. Senior Lecturer, „Constantin Brâncoveanu” University from Piteşti, Faculty of Administrative and Communication Sciences Brăila, cristi.morozan@gmail.com. 37
Page 1 and 2: STRATEGII MANAGERIALE MANAGERIAL ST
Page 3 and 4: CUPRINS Survey on the consumption o
Page 5 and 6: SURVEY ON THE CONSUMPTION OF WINE I
Page 7 and 8: 18-29 years old, represents 67% of
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Page 15 and 16: STUDIU PRIVIND CONSUMUL DE VIN IN S
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Page 27 and 28: The transition to the market econom
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Page 45 and 46: calitativă, au fost consultate div
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Page 59 and 60: şi cantitativ, dacă acestea furni
Page 61 and 62: the discovery of our country as a p
Page 63 and 64: - civil calendar, with two periods
Page 65 and 66: The “Florile Govorei” Celebrati
Page 67 and 68: local products, traditional cuisine
Page 69 and 70: SATUL TURISTIC VÂLCEAN - PROMOTOR
Page 71 and 72: (turiştilor) potenţiali, care, pr
Page 73 and 74: Tabelul nr. 1. Manifestări etnofol
Page 75 and 76: Luncavăţul, Cernişoara etc.). Ac
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