Plenary
Lecture
Basic Concepts of Macroeconomic Development Marketing
Professor Liliana Duguleana
Statistics and Forecasting
at Faculty of Economic Sciences
University TRANSILVANIA of Brasov, Romania
E-mail:
ldugul@unitbv.ro
Abstract:
The New Economic Crisis which shakes all the national
economies, causing deep consequences over people life
incites to challenge marketing development.
The affairs' marketing approach was perceived al micro
level to ensure more profit for organizations and their
owners, based on analyzing the consumers' behaviour.
Later the social marketing has been developed for
changing the beneficiaries' attitudes and behaviours for
satisfying their market interests, promoting rather
ideas instead of products and services. Separate
marketing directions are developing fields as:
education, health, culture, sports, religions, public
administration and others as eco-marketing or electoral
marketing.
At macroeconomic level, the beginning of economic crisis
revealed some marketing actions of some public
personalities, experts and party's leaders to act for
changing the people expectations concerning the
difficult changes of life. Using marketing tools, some
of them succeeded in changing their nation's behaviour
to consume mostly in the same manner as before the
crisis started, even promoting the national consumption.
These actions were accompanied by political measures to
sustain the effects obtained by their macroeconomic
marketing actions.
The paper analyses the real GDP and real consumption for
Romania during a long period starting with 1990, using a
model of adaptive expectations to explain and
forecasting the final consumption. The correlation
between the two macroeconomic indicators can explain a
national weakening to fight with the causes of economic
crisis. The model can be applied for the economies of
other European economies, where government and their
leaders used macroeconomic marketing actions to reduce
the effects of economic crisis.
Brief Biography of the Speaker:
Liliana Duguleana graduated in 1982 the Faculty of
Planning and Economic Cybernetics at Academy of Economic
Studies, Bucharest, Romania. She has PHD Economic
Statistics specialization (1999) at Faculty of
Cybernetics, Statistics and Economic Informatics, at
Academy of Economic Studies, Bucharest, with the thesis
"Strategies of Market Research using Statistical Methods
with Application at S.C. ROMAN S.A. Brasov".
She is professor of Economic Statistics and Forecasting
Methods at Faculty of Economic Sciences, Transilvania
University from Brasov. Her competence fields are:
Statistics, Forecasting and Econometrics; she is PhD
coordinator in Marketing specialization (since 2005).
She is coordinator of academic program "International
Affairs" - distance learning education form (since
2005), coordinator of the scientific research master
program "Marketing Strategies" (since 2008) and
directory of interdisciplinary scientific research and
forming platform/laboratory ASPECKT - "Economic
Forecasting, Statistical Analyses and Marketing
Research" (since 2006).
She is member of Economic Commission at Quality
Assurance Romanian Agency in Higher Education (since
2006).
She authored or co-authored 12 books, 63 scientific
articles in specialized reviews and economic
publications and 36 scientific papers presented at
international conferences and published in their
proceedings.
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