Marketing and PR are almost unknown concepts for Moldovan entrepreneurs. A study conducted by Magenta Consulting shows that only three in ten producers use instruments for promoting goods.
According to the survey, most businesses that do not use any promotional tool are small and medium enterprises.
On the other hand, foreign-owned companies are those capitalizing on the benefits which can bring better promotion of products.
At the same time, if nine percent of entrepreneurs use the services of a specialist in communication, then in other four per cent of companies, this is done by other employees who are not specialized in the field.
Moreover, around one percent of the companies that participated in the survey, does not know the basics of marketing and PR.
This in the context that in 2015 almost 75 percent of Romanian companies have at least one employee in communication.