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Research of Bulgarian companies' marketing effectiveness

Mladen Stefanov Velev (Faculty of Management, Technical University, Sofia, Bulgaria)
and
Ivo Todorov Marinov (Faculty of Management, Technical University, Sofia, Bulgaria)

Managerial Auditing Journal

ISSN: 0268-6902

Article publication date: 1 August 2004

Abstract

Focuses on the results of a study to define the level of Bulgarian enterprise marketing effectiveness. The main aim is not only to assess and analyze the marketing effectiveness of a great number of Bulgarian companies, but also to compare companies from diverse branches of the economy, search for the relation between their marketing effectiveness and companies’ financial results and present an analysis of basic weaknesses and their causes. The results clarify the real potential of enterprises to face market challenges and thus help complete the overall picture of the peculiarities of economies in transition. They will help researchers working on these problems, investors and business people (especially foreign) and Bulgarians may find out about the state of their companies and their management and direct their efforts in this area.

Keywords

Citation

Stefanov Velev, M. and Todorov Marinov, I. (2004), "Research of Bulgarian companies' marketing effectiveness", Managerial Auditing Journal, Vol. 19 No. 6, pp. 774-789. https://doi.org/10.1108/02686900410543886

Publisher

:

Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited