-
Tsanko Iliev Stefanov
PUBLIC RELATIONS AND THEIR ROLE IN COMMUNICATION POLICY OF ORGANISATIONS
Summary:
Theoreticians and practicians have been constantly trying to formulate the most precise definition, which explains and justifies the concept of “public relations”. It undoubtedly relates to communication management so that good interconnection and mutual understanding between an organisation and its audiences can be built. The establishment of the “PR” system is a complex process, through which optimal publicity of an organisation’s activities is achieved. It improves its prestige, which is the guarantee for maintaining a favourable image among the general public.The thesis that the author justifies, is that public relations help harmonize the interests between an organisation and various groups of the society in order to maintain a constant two-way connection with the consumers, choose the right response to crisis situations, to achieve transparency and publicity of their actions in business. The aim of the study is to analyze and interpret public opinion, attitude and any other issues related to the studied structures and to present marketing tools for approving their positioning to the public. The main tasks are focused on analyzing public relations; defining the practical aspects and main activities of public relations specialists; presenting the duties of PR specialists and the PR activities performed in an industrial enterprise and in a public institution; defining the main tools of the public relations marketing which are used in both studied structures.
-
Darina Hristova, Plamena Palamarova
STUDY OF THE APPLICATIONS OF THE MARKETING MIX
IN THE CULTURAL SECTOR IN BULGARIA
Summary:
The management of cultural activities is an important issue in the increasingly rapidly developing cultural and creative sector. Part of the management of these activities is the application of relevant marketing concepts in the planning and organization of cultural events. In this regard, the goal of the current paper is to derive a marketing mix for the cultural sector and to research its application in the conduct of cultural events. The paper offers a theoretical analysis of various concepts and models for the marketing mix concept and the authors propose an adapted model of the mix, applicable to the cultural sector. The model has been tested using a specially developed methodology. Data have been collected and analysed for each of the elements of the proposed marketing mix and their constituent variables. The research was conducted for four consecutive years. Based on the results, guidelines have been presented for the planning and application of the elements of the marketing mix in the realization of a cultural event.
-
Viktoriya Stancheva
APPLICATION OF MATHEMATICAL MODELLING IN CUSTOMER PORTFOLIO MANAGEMENT
Summary:
Customer relationship management is one of the main trends in the modern marketing management of business organizations. This is because customers and the value they can generate for the company are essential to the success of any company. The dynamic development of scientific studies and practical solutions in this direction determine the interest in seeking and designing tools for facilitating the analysis, evaluation, development and management the customer relationships. Opportunities for this are provided by the concept of "customer portfolio", which views customers and their relationships as assets capable of generating value.
The main thesis of the study is that there are opportunities for application and design of economic and mathematical models for customer portfolio management, which can be used as adequate management tools for decision-making in relation to the optimal customer relationship management. Economic and mathematical modelling is considered to be an adequate methodological basis for optimizing customer portfolios. A critical retrospective overview of the existing customer portfolio management models and the economic and mathematical models used in them is presented. Prerequisites for using economic and mathematical models and critical factors for their success in managing customer portfolios are systematized.
-
Darina Pavlova
APPLICABLE ASPECTS OF CUSTOMER-CENTERED
BUSINESS MODELS
Summary:
The present study outlines contemporary customer-centered approach methods of business management. The nature, benefits and opportunities applying to the concepts Customer Lifetime Value, Customer Equity and Customer Engagement are thoroughly examined. The purpose of this paper is on the basis of the review of the existing customer-centered business models, opportunities of their execution to be deduced. Based on the indicated strengths and weaknesses, an author’s customer-oriented model for maintenance of the relationship with the customers has been developed, the idea of which is to integrate and overcome the disadvantages of the models that have been reviewed.
