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  • Author: Monica Zottu-Z x
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Marketing of luxury events. Case study on the tenth Congress of anti-aging medicine, Bucharest, 2018

Abstract

Medicine and the pharmaceutical industry have a long and rich history of events. The transition from magic to modern medication was gradually achieved over thousands of years of evolution. Ambroise Pare, a French anatomist and surgeon from the 16th century, stated that it was very simple: “The doctor cares, God heals.” The medical-industrial complex appears to grow much faster than the economic power. And this is because the system is oriented not only by the demand, but also by doctors who play a double role. They offer medical services and, at the same time, they control their need (demand). Along with human and technological evolution, in some countries of the world, medicine can be inaccessible, perhaps untouchable or it is even considered to be a luxury. In this case, luxury is presented in the form of rationality that draws the medical world at various congresses, where the only words that can characterize the event are: the performance, high-class, luxury and international reputation of the doctors or of the speakers. This article briefly outlines the results of a qualitative marketing research among medical congress organizers-social events where high-quality marketing blends nicely with the quality of modern medicine news and perspectives, thus forming a clearer picture of the tradition and the priorities of topics chosen for medical events. The result of the research is reflected in the sketch of a program of such an event in Romania, combining the high scientific performance with social elements that can significantly increase the attractiveness of such a manifestation. In order to obtain a conclusive feedback, a useful tool is also developed and accessible to the organizers. The bibliography supports theoretically the concepts with which it operates (event marketing, the significance of high-class professional performance and the specific coordinates of the medical sector).

Open access
The economic impact of the French language

Abstract

Thanks to the French language, 77 member and observer States and governments of the International Organization of La Francophonie of all continents, with levels of development at the two extremes of the wealth scale, can maintain a regular dialogue. These states where French is an official language, often alongside other languages have a significant impact on the global economy, particularly in cultural sectors. Several studies revealed that speaking French is a professional asset and that, the mastery of many languages, including one for international communication such as French, is a decisive asset in the international competition and the globalized economies. In the same time the intensity of trade in goods and capital between the countries which share the French language as an official language allow the hypothesis of a "linguistic preference" as one of the components favorable to the economic relations between the territories. The scope of this paper is to investigate the current place of the French language in the field of business or finance, its economic weight in the cultural sector and the current need to master French to be competitive on the global labor market. The results have the mission to show the growing importance of the francophone economic space and the necessity of a bigger Romanian implication within its projects and initiatives. The contribution brought by the paper to the field of Francophone studies is significant especially for the Romanian academic environment since less attention has been given in the last decade to the French language and its inputs for the economy.

Open access