MARKETING - NECESSARY AND POSSIBLE. THE FAILED BULGARIAN PRACTICE
Author: Assoc. Prof. Pencho Ivanov, PhD. (Marketing and strategic planning Department, UNWE Sofia P)
Undeniable practical significance of the marketing concept as a management raises the question: if necessary, under what conditions it's possible. Important conditions that make it so we can divide into two subsets. The first involves the objective circumstances. This concerns the quantitative and qualitative characteristics of the markets competitive relationships between different entities, i.e. size and characteristics of competition and technical, financial and economic situation of producers. The second subset includes subjective circumstances. Here, given the attitude of corporate management to change its behavior in making management decisions and their practical implementation. It is a new logic and new technology of the management process entirely consistent with consumer behavior. Combining the two types of circumstances creates a reliable basis for the establishment of marketing not only necessary but also entirely possible management concept.