"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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  INFORMATION SECURITY IN BULGARIAN E-COMMERCE SYSTEMS

  The provision of information security is one of the greatest challenges that modern information and communication technologies face. To solve the problems in this area it is necessary to perform a complete and profound analysis of all real and potential threats and, on this basis, to choose and develop a complete solution. The object of study are ... The provision of information security is one of the greatest challenges that modern information and communication technologies face. To solve the problems in this area it is necessary to perform a complete and profound analysis of all real and potential threats and, on this basis, to choose and develop a complete solution. The object of study are the e-commerce systems in the Bulgarian business organizations and the subject of study are the policies, strategies, approaches, methods, techniques and technologies to achieve a high level of security of these systems. The main goal of this study is to prove the thesis statement that effective protection in e-commerce is multi-layered and the new technologies, policies and procedures, laws and industry standards have to be taken into account. The tasks to achieve the goal include: presenting the results of a survey of the current state of e-commerce systems security in the Bulgarian business organizations; defining the problems of information security in e-commerce systems; and presenting a strategy and technology to counter these threats.

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  FIGHTING POVERTY – THE CHALLENGE FACING THE TEACHING OF ECONOMICS AND MANAGEMENT

  The implementation of a comprehensive and integrated approach is a prerequisite for overcoming social exclusion and for breaking the passing on of poverty from generation to generation. Higher education in economics and management takes an important place in the fight against poverty by providing the necessary knowledge, skills and ... The implementation of a comprehensive and integrated approach is a prerequisite for overcoming social exclusion and for breaking the passing on of poverty from generation to generation. Higher education in economics and management takes an important place in the fight against poverty by providing the necessary knowledge, skills and competencies. Thesis statement: „The improvement of the traditional methods and the introduction of new active methods and modes of study in economics and management provide students with knowledge and skills, which are the prerequisites for getting out of poverty.” Aim: Studying the existing modes of study and opening up opportunities for improvement through the introduction of new elements in teaching economics and management to create knowledge and skills for fighting poverty. Tasks: Studying the characteristics of poverty in Bulgaria; Analyzing the content of economics and management courses and creating new opportunities to include issues related to the fight against poverty; Developing methodological materials containing active forms of teaching and acquiring knowledge and skills. The national policies that can contribute to poverty reduction have to be the basis for developing the components of the course content. The incorporation of these policies in the course content would attract the interest not only of students but of all stakeholders to the educational product of the D. A. Tsenov Academy of Economics.