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Penka Goranova, Steliana Vasileva
EMPIRICAL STUDY OF THE SYNERGISTIC EFFECT BETWEEN THE ELEMENTS OF INTEGRATED MARKETING COMMUNICATIONS
Summary:
The coupled use of the elements of Integrated Marketing Communications (IMC) allows them to be combined so that they can complement one another. The aim is to achieve a consistent and logical exposure of the communication messages in their harmony. Thus the overall impact on the target audience increases, which is especially useful when the company conducts low-budget campaigns. The aim of this paper is, based on the conclusions and findings of the empirical study of consumers’ attitudes towards the elements of Integrated Marketing Communications, to offer a tool for decision-making, which will increase the efficiency in the implementation of the IMC concepts of companies.
In connection with the purpose stated above, the following tasks are set:
to explore the essence of Integrated Marketing Communications and the reasons for their occurrence;
to outline the stages of developing a program for Integrated Marketing Communications;
to analyze the synergistic effect between the elements of Integrated Marketing Communications.
The paper proves the thesis that the synergistic effect between the elements of Integrated Marketing Communications is needed in the modern management of companies and as a result of its application the companies achieve better results than by using the IMC elements separately.
The conclusions and findings from the Confirmatory Factor Analysis that was conducted between the elements of Integrated Marketing Communications can be used as a reference in managing the communication policy of companies, and for refining and optimizing the budget allocation between the elements within the IMC concept.
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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.
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Nadezhda Dimova
APPLICATION OF THE PRINCIPLES OF SUSTAINABILITY
IN BUSINESS LOGISTICS WITH CORPORATE CUSTOMER SERVICE
Summary:
Changing economic conditions pose a number of challenges to business logistics and in particular, its role in customer service, but it can and should be linked to modern understandings of sustainability. The aim of the study is to highlight the application of the principles of sustainability in business logistics with corporate customer service.
The main tasks related to the goal are: to present the content aspects of sustainability and its connection with business logistics; to bring the technological solutions in business logistics with corporate customer service in the direction of increasing sustainability; to derive the expected results from the application of the principles of sustainability in business logistics with corporate customer service.
The main research thesis of the author is that digitalization in business logistics predetermines a number of changes and requires managers of large companies be innovative and creative in applying the principles of sustainability in order to provide an excellent service to ever-changing corporate customers.
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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.
