The sustainability represents a direction which has to be followed by the Romanian enterprises, but unfortunately, it is adopted by a few of these companies. One of the causes of this situation is the lack of some rules and instruments meant to help this orientation implementing in the business, especially at SMEs level, which don’t have the possibilities and capacities of big enterprises. Such a scientific demarche is very useful, especially when sixty percents of Romanian enterprises are small and medium, so that the identification of some innovative solutions regarding marketing communication, in order to augment the small and medium enterprises’ competitiveness, in terms of sustainability, involve an important part of the Romanian business environment

Competitiveness, SMEs, unconventional communication, marketing, sustainability