IDENTIFICAREA SI ANALIZA ALTERNATIVELOR STRATEGICE IN CADRUL COMPANIEI x

CUPRINS
|INTRODUCERE …………………………………………………………………...….                        |5  |
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|CAPITOLUL I  – Prezentare generală a companiei Orange.            |6  |
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|1.1 Istoricul companiei. Orange pe plan internaţional             |6  |
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|1.2 Orange în România …………………………………………………………..….                  |8  |
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|CAPITOLUL II – Analiza alternativelor strategice în cadrul        |13 |
|companiei Orange ...…..                                           |   |
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|2.1 Strategii de menţinere a imaginii brandului Orange            |17 |
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|2.2 Publicitatea – element esential cu implicaţii asupra          |   |
|dezvoltării şi promovării imaginii Orange                         |38 |
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|2.2.1 Promovare outdoor, indoor şi web ……………………………………......       |38 |
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|2.2.2 Studiul de caz privind impactul publicitatii în alegerea    |47 |
|ofertelor ………...                                                  |   |
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|CAPITOLUL III – Politica manageriala a companiei Orange           |65 |
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|3.1 Principiile firmei ………………………………...………………………………                |65 |
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|3.2 Politica de fidelizare a clienţilor Orange ………………………………………... |67 |
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|CONCLUZII ………………………………………………………………………...…                         |69 |
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|Bibliografie ………………………………………………………………………….                        |72 |

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