Abstract: Achieving a sustainable competitive advantage depends on the innovations which are largely dependent on the online marketing that initiates the use of social networks which enable the improvement of long-term relationships of the company and the focus on the particular target group. Their best results are achieved as a result of the creativity and they are ideal medium which does not require huge money investment, but energy, thinking, time and knowledge. The investment in marketing activities in the social network cannot be considered as a simple venture but as a management of several goals: the user should get to know the brand, interaction of the user with the brand and oral transmitting of the message.
The paper focuses on the analysis of social networks and their influence in the direction of promoting two-way, i.e. interactive communication with consumers. On the other side, in the paper answers will be given to the question: “Which of the social networks are the most effective tools for promotion?” The results show that the applications of modern and innovative methods in the field of internet marketing are crucial for distinguishing and creating a competitive advantage.
Abstract: The major objective of this research is to trace the origin and development of organisational forms and solutions for export promotion in order to identify the essential characteristics of contemporary export promotion policy. The focus of attention is placed on services provided and the measures taken for promotion. Therefore, based on selected surveys, we have formulated the main principles that govern the successful operation of export promotion organisations. To accomplish the objective of this research, export promotion solutions applied by countries at different stages of economic development have been analysed. This approach has proved to be appropriate since identifying various organisational forms for export promotion renders it possible to make relevant assessments and comparisons.
A number of case studies have been examined to determine to what extent the export promotion practice in Bulgaria is similar to that in other countries.