"Scientific research" Almanac

More titles

• 

  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.

• 

  MARKET BEHAVIOUR OF INDUSTRIAL BUSINESS ORGANIZATIONS AND ITS RISK ASPECTS

  The aim of this study is to examine the market behaviour of industrial business organizations and its risk aspects and formulate ideas to successfully counteract the risks and adverse consequences of their occurrence. In this regard, the main tasks are: to examine and summarize the theoretical aspects of market behaviour of modern industrial ... The aim of this study is to examine the market behaviour of industrial business organizations and its risk aspects and formulate ideas to successfully counteract the risks and adverse consequences of their occurrence. In this regard, the main tasks are: to examine and summarize the theoretical aspects of market behaviour of modern industrial business organizations; to systematize and analyze empirical data on its risk aspects and propose specific countermeasures. The thesis statement is that early identification and diagnosis of the risks of the market behaviour of the economic entities in industry, and the development of a policy for combating and limiting the negative consequences of their manifestation, are essential for achieving the company goals. As a result, the following were studied: the behaviour that the industrial business organizations demonstrate in the market, and the risks that accompany this type of company activities. Based on data from the empirical study it was found out that business organizations as a whole manage to demonstrate relatively adequate market behaviour. However, the adverse indications of the market environment and the many firm-wide difficulties raise a number of risks. In this context, ideas and recommendations are formulated for better (early) identification and diagnosis of the risks studied and for limiting and reducing the adverse effects of their occurrence.

• 

  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.