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. 4/2007

The specific communication strategy for organizations which operate on the writing instruments market
Abstract. The market of writing instruments is a part of paper and office supplies market. The main selection criterion applied by the Romanian consumer regarding the stationery products is the price. However, in the market of writing instruments, the situation is rather atypical since this is a specialized market that differentiates as tendency from the stationery market. The goal of this work is to point out the trends recorded in the writing instruments market and to present a practical example of communication plan specific to organizations that launch a new range of products.
Keyword: comunicare organizaţională, strategie, instrumente de scris.
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