"Scientific research" Almanac

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  ASSESSING MARKETING EFFECTIVENESS – PROBLEMS AND POSSIBLE SOLUTIONS

  The issues related to marketing effectiveness and linking marketing to a firm’s financial results have been very popular in the economic literature in the past two decades. In this study we try to systemize the accumulated knowledge in this area. We define some methodological problems concerning marketing effectiveness assessment. Based on the ... The issues related to marketing effectiveness and linking marketing to a firm’s financial results have been very popular in the economic literature in the past two decades. In this study we try to systemize the accumulated knowledge in this area. We define some methodological problems concerning marketing effectiveness assessment. Based on the data accumulated we define the category of marketing effectiveness and outline its manifestations. We argue that marketing effectiveness assessment has to be done in different ways according to the assessment object – a separate marketing campaign or a marketing activity as a whole. We propose to use ‘Return on Marketing Investments’ (MROI) for assessing a single marketing campaign, and the change in the marketing assets – for assessing the marketing effectiveness as a whole (marketing strategy). General models for the two types of assessment are proposed.

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  STATISTICAL ANALYSIS OF SOCIO-ECONOMIC AND DEMOGRAPHIC DISPARITIES AND INEQUALITIES BETWÅÅN ADMINISTRATIVE REGIONS IN BULGARIA

  The purpose of this paper is to theoretically justify and empirically estimate the regularities in the demographic, social and economic situation of the regions in Bulgaria and to disclose the interregional and intraregional disparities and inequalities based on a statistical analysis of the structure, dynamics and their factor determination. To ... The purpose of this paper is to theoretically justify and empirically estimate the regularities in the demographic, social and economic situation of the regions in Bulgaria and to disclose the interregional and intraregional disparities and inequalities based on a statistical analysis of the structure, dynamics and their factor determination. To realize the goal several basic tasks are performed, the most important of which are: describing interregional inequalities and disparities by means of the appropriate statistical tools; clarifying and analyzing intra- and interregional inequalities and disparities; examining the regularities in the demographic, social and economic development of the regions through the application of statistical methods for the time series analysis; and estimating the degree of convergence between the regions in Bulgaria, taking into account the impact of the economic crisis through a comparative analysis of the identified trends and patterns. The thesis statement advocated by the authors and confirmed by the results obtained in the study is that the economic crisis increases the degree of inequality between the regions in Bulgaria and intensifies the demographic, social and economic disparities of the population in terms of regions.

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  IMPROVING THE ‘PERLA’ RATING SYSTEM FOR DISTANCE MONITORING OF COMMERCIAL BANKS IN BULGARIA

  The global banking crisis of 2007 raised a number of issues and challenges in the banking sector. One aspect of the debates provoked was connected with the issue of the rating assessments and the methods for objectively measuring the condition of the banks and the sector as a whole. This problem is also reflected in the thesis statement that an ... The global banking crisis of 2007 raised a number of issues and challenges in the banking sector. One aspect of the debates provoked was connected with the issue of the rating assessments and the methods for objectively measuring the condition of the banks and the sector as a whole. This problem is also reflected in the thesis statement that an independent and open rating system for assessing the banking sector helps to increase the discipline, competitiveness and stability of the banking sector. This study aims to assess the feasibility of the PERLA system for assessing the banking sector, developed in 2004 by a team at the department of Finance and Credit, and to find ways for improving it and enhancing the degree of its recognition. This is achieved through analyzing the theoretical foundations of the banking analysis and through building rating systems, and evaluation of its applicability under the Bulgarian conditions by improving the PERLA rating system. In the conclusion the author offers an advanced methodology for assessing the state of the Bulgarian banks (ALER(ts)).