Year 2013, Issue 3
Date published25.9.2013
CONTENTS
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Petyr Banchev
THE EVOLUTION OF THE MARKETING PARADIGMKeywords: marketing, marketing paradigm, values-based marketing, collabora¬tive marketing, cultural commitment marketing, spiritual marketing.Abstract: : The evolution of the marketing paradigm. Over the last decade, mar¬ket¬ing has started to develop new content in its paradigm, based on rethinking existing mar¬keting hypotheses for identifying, studying and solving the problems... : The evolution of the marketing paradigm. Over the last decade, mar¬ket¬ing has started to develop new content in its paradigm, based on rethinking existing mar¬keting hypotheses for identifying, studying and solving the problems of economic life. Un¬der the influence of revolutionary changes in business and of so¬cie¬ty in general, the interest of business in human values and public welfare has increasingly become a topical issue. The article reveals the logic of the evolution of the marketing paradigm of business from products and their sale (product-centric), through to the market represented by buyers (market-centric) to people, their values and spirit (human-centric). It discusses the main points of historical and logical developments in the conceptual aspects of the marketing paradigm. It also examines the new content of the modern marketing paradigm - oriented towards taking into account human values and spirit to enhance public welfare and safety. This article also presents new directions in the development of the marketing concept and of the mar¬keting system. Thus the marketing approach to business management acquires new conceptual, problem and instrumental dimensions. -
Ralitsa Dancheva
RISK AS PART OF THE ACCOUNTING PROFESSIONJEL: M41Abstract: This study characterises accounting occupational risk by examining its sources. It describes the effects and seeks opportunities to minimise them. Risk is an integral part of the accounting profession. It has been quite... This study characterises accounting occupational risk by examining its sources. It describes the effects and seeks opportunities to minimise them. Risk is an integral part of the accounting profession. It has been quite ex-haustively discussed in literature, but in terms of accounting it has not been studied enough – it has not been given enough attention, which makes the topic relevant and significant. Emphasis is placed on the fact that the activities of an accountant must be in accor¬dance with legislation, while accounting for the specificities of the entity. Whence it follows that they are not only responsible for keeping accounts in accordance with regulatory requirements, but also for the decisions made and the accompanying risk. -
Margarita Nikolova
THE ISSUE OF THE NUMBER OF HOSPITALS AND THEIR CAPACITY AND EFFECTIVENESS IN BULGARIAAbstract: Over the last decade in Bulgaria medical institutions for health care have functioned in an unsustainable and unfavorable environment. This is particularly true for hospitals in towns or villages as some of them have gone bankrupt,... Over the last decade in Bulgaria medical institutions for health care have functioned in an unsustainable and unfavorable environment. This is particularly true for hospitals in towns or villages as some of them have gone bankrupt, while many of them have terminated their activities. As regards the number of hospitals per 100,000 people, Bulgaria is among the countries of the EU-27 with a relatively large number of hospitals – over 4.44 per 100,000 people. This is a third more than the average ratio of the EU-27 member states and 50% more than the new EU member states from Eastern Europe. This is why research into hospitals takes into account a problem which is very serious for Bulgaria, namely, the activities undertaken and their effectiveness. This article argues for the thesis that the government must stop the uncontrolled growth of medical institu¬tions for health care and introduce a new system of funding according to which the patient must be treated in a complex way, not according to a clinical pathway, because costs do not meet the real expenses of the treatment of a patient with a particular diag¬nosis. -
Svetlana Nikolova
RESEARCH ON THE CORRELATION BETWEEN INNOVATIVE ACTIVITIES AND COMPETITIVENESS IN BULGARIAN COMPANIESKeywords: innovative activity, innovation activeness, company competitive¬ness, organization, correlation.Abstract: This article throws light on the theoretical and practical aspects of the existing bilateral correlation between innovative activity, innovative activities and company competitiveness. In the course of this analysis it is emphasised... This article throws light on the theoretical and practical aspects of the existing bilateral correlation between innovative activity, innovative activities and company competitiveness. In the course of this analysis it is emphasised that, on the one hand, the level of company competitiveness in organisations which determines the intensity of innovative activities is the result of the state of the competitive environment. On the other hand, the innovative activities of companies which determines the degree of their company competitiveness is also the result of the state of this external compet¬itive environment. This means that a bilateral correlation exists between the innovative activities of organisations and their company competitiveness, and it is dependent on the state of the external competitive environment (i.e. it is the uniting link in this correlation). -
Bogomil Traykov
ENGINES FOR SEARCHING THE INTERNETKeywords: Internet, search engines, engines for searching for information, index of search engines, statistical data, SEO.Abstract: After a fifteen-year period of increasing interest on the part of the author in engines used for searching for information on the Internet, this article discusses the changes which have taken place throughout this period of their... After a fifteen-year period of increasing interest on the part of the author in engines used for searching for information on the Internet, this article discusses the changes which have taken place throughout this period of their development. The aim of this article is to note the major features of the most popular search engines around at the moment. Using the data presented in the article, the author draws con¬clusions about the current state of affairs and at the same time delineates perspectives for the development of search engines in the next few years. A special section has been included for comment on the principal recommendations of specialists regarding the optimi¬sation of Internet sites which directly influences their indexing by search engines. On the basis of this, the author delineates the trends which have characterised search engines dur¬ing this relatively long period of their life cycle.