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  • Velin S. Stanev
    HISTORICAL PERIODIZATION OF ADVERTISING – PROBLEMS AND INTENTIONS
    JEL: M37, M31
    Keywords: advertising, marketing, hyper-consumption, periodization of advertising
    Summary: The article focuses on certain discrepancies in the historical periodization of advertising artefacts and practices, found out when studying the development of advertising in literary sources intended for educational purposes, as well as on the problematic semantics of some of the terms used.
  • Lubomir Lubenov
    MARKETING STRATEGY FOR A PUBLIC LIBRARY
    JEL: H53, M31, M38
    Keywords: business model, segmentation, positioning, targeting, marketing tools
    Summary: Abstract: The aim is to develop a marketing strategy for Regional Library Lyuben Karavelov – Ruse. The funds for the adequate development and survival of the researched library are generally insufficient. State and municipal institutions and structures, as key financial and other partners, do not have sustainable policies and a long-term vision for the development of the library. This necessitates diversifying its funding sources through a marketing strategy. Accordingly, markets are segmented, current and prospective target markets are determined, and approaches for positioning Regional Library Lyuben Karavelov – Ruse are outlined. Marketing tools "8P" (Product, Place, Promotion, Price, Processes, Physical Environment and Evidence, People, Productivity and Quality) and "4C" (Customer, Convenience, Communication, Cost) have been developed to ensure better positioning of the library and the implementation of the strategy.
  • Teofana V. Dimitrova
    EVALUATING THE STRATEGIC POSITION OF AN ORGANISATION THROUGH SPACE ANALYSIS
    JEL: M31, L22
    Keywords: ěarketing management, SPACE analysis, wine industry
    Summary: The ability to adequately determine the position of an organisation in its external environment, i.e. in terms of other entities in the sector, is essential for strategic decision making. It helps entities integrate their resources and activities and determines the success and sustainability of the business. This paper deals with SPACE analysis, a tool for analysing the strategic position of companies and evaluating their activity, which is less familiar in marketing management theory and practice. The paper focuses on some of the advantages of the method and systematizes some of the SPACE factors which are most frequently employed to evaluate the strategic position of entities by reviewing Russian and English sources. The method is applied to evaluate the strategic position of an industrial enterprise in the sector of ‘Wine production from fresh grapes’.