management
& marketing
Challenges for the Knowledge Society
ISSN 2069–8887
ISSN-L 1842-0206
The official journal of the
Society for Business Excellence
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Management & Marketing no. 2/2009

Start-up marketing: how to become a player on the B2B services market in Romania
Abstract. The Romanian B2B services market tends to be more and more mature, as new players enter the country as a consequence of Romania’s membership within the European Union. Therefore, it becomes more and more difficult for new and small businesses to be set up and become functional players on this market. In this context, it is worthwhile performing marketing efforts from a special perspective that is a start-up marketing approach. The paper presents an analysis of start-up marketing as a discipline and also as practice in the B2B services market in Romania.
Keyword: start-up marketing, B2B services, Romania.
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