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Marketing communications mix consists of eight major modes of communication – advertising, direct marketing, events and experiences, interactive marketing, personal selling, public relations and publicity, sales promotion, and word-of-mouth marketing – but a fully integrated communications mix also includes email marketing, partnerships / promotions, and social media. The most powerful touch-points are Internet, mobile phones, social media, and TV. Innovative media such as interactive video, mobile development...

The drinks sector has increasingly diversified lately on the basis of complying with the consumersВ’ demands as well as on the necessity of adopting sustainable practices imposed by the resource depletion and climate change challenges. This research aims to present an overview of the drinks market at Romanian level since 2013 by considering also the sustainability component. Two methods are applied for a better analysis of this subject: the bibliometric analysis and the statistical analysis of the drinks market. I...