MARKETING MANAGEMENT IN TIMES OF ECONOMIC CRISIS


Author: Assoc. Prof. Galina Mladenova, PhD (UNWE)

Keywords: Marketing Management; Economic Crisis; Marketing Strategy; Marketing Planning; Marketing Organisation

The aim of the research paper “Marketing management in times of economic crisis” is to find out how the marketing management of companies in Bulgaria have been affected by the economic crisis and to study the basic approaches of marketing adaptation to the environment that has changed. The conclusions are based on nationwide survey, conducted in August-September 2011, as well as on analysis of quantitative and qualitative secondary data for the period 2008-2011. The first part of the paper gives an overview of the economic crisis impact on the consumer behavior and reveals the main factors of decreased consumer demand and consumption. The second part presentsthe most important conclusions about the ways in which the companies in Bulgaria, "adjust" their marketing management to the conditions that have changed as a result of the current economic crisis.

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