"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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  AGRICULTURAL SIMULATION MODELS IN TEACHING STUDENTS OF ECONOMICS

  The issue of the use of agricultural simulation models in teaching economics students is topical in terms of the need to reflect the current trends in the development of education and training. The different models of the economic policy implemented are discussed in the context of the Common Agricultural Policy of the European Union. This paper ... The issue of the use of agricultural simulation models in teaching economics students is topical in terms of the need to reflect the current trends in the development of education and training. The different models of the economic policy implemented are discussed in the context of the Common Agricultural Policy of the European Union. This paper aims to study and reveal the potential opportunities for economic simulations that can be implemented in teaching economics students. In order to achieve this aim the following tasks have to be performed: studying the theory to clarify the specifics and the concepts used in the simulation economic models; assessing the state of agriculture and the possibilities for implementing potential economic policy simulation models; studying the potential for using the simulation models in teaching economics students; identifying the problems (factors) that affect the sphere of simulations; an European policy regarding the economic models for implementing the Common Agricultural Policy in agriculture; making conclusions and suggestions for agricultural simulation models in teaching students of economics.

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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.