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Lulzim Rashiti, Art Shala, Xhevat Sopi
DIGITAL MARKETING IN RETAIL BANKING – ANALYSIS OF MANAGERS’ ATTITUDES
Abstract:
This study explores the digitalization of the banking sector in Serbia and the attitudes of bank managers towards digital communication channels and the future of the industry. A survey was conducted with 87 bank mangers of marketing departments. Descriptive statistical methods were used to analyse the research data and to describe the attitudes of the managers regarding the purpose of the paper. Firstly, there is a positive correlation between a positive attitude towards digital retail banking services and motivation for their current use in Serbia. Most respondents (75.9%) believe that digital sales channels will replace traditional bank branches in the foreseeable future. This reflects a general acceptance and recognition of the role of digitalization in the banking sector. In this regard, 24.2% believe that digital transformation is critical for driving business performance and increasing market share. This research contributes to the growing body of knowledge on digital transformation in the banking sector and provides valuable insights for banks in Serbia and beyond.
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Milena Angelova
HUMAN RESOURCE MARKETING – HOW TO WIN THE WAR FOR TALENTS
Abstract:
Human resources marketing is a relatively new branch of economic science, routed at marketing and human resources management and organisational governance domains and building upon their concepts. It has a substantial potential – if applied properly by the organisations, to help them attract, motivate, retain and manage their human resources, making sure they are well equipped with the needed skills and qualification, thus obtaining competitive advantage in the war for talents. The paper, on the basis of a dedicated desk-research, examines the evolution of the human resources marketing concept and its theoretical foundations in order to suggest models for successful practical application. It also charts avenues for further theoretical studies.
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Olena Sushchenko, Kateryna Kasenkova, Serhii Sushchenko
INNOVATIVE MARKETING TECHNOLOGIES
IN THE DEVELOPMENT OF THE TOURISM SPECIALIZED TYPES
Abstract:
New tools and innovative marketing technologies are emerging in the process of globalization and digitalization of society. The aim of this paper is to review and evaluate the prospects of Internet technologies as tools for analyzing consumers of the tourism market and segmentation of destinations according to specialized types of tourism. The paper uses scientific research methods - analysis, synthesis, systems approach and graphical approach. The possibility of using Ads Manager to collect information and as a communication channel with potential consumers of services is considered. In order to be able to analyze current trends and initially respond to customer requests and wishes, every year more and more analytical systems with complex algorithms appear, a clear example of which was the Google Trends system. It is determined that such information collection technologies are promising. It is confirmed that the pace of innovation is accelerating under the double pressure of changes in tourist behaviour and large-scale technological mutations.
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Penka Goranova
ANALYSIS OF METHODS FOR BRAND EQUITY VALUATION
Abstract:
The impact of brands has become more powerful than ever in the contemporary world and brand managers are aware that brand growth and expansion are essential for the increase of sales and the development of companies in general. Leading companies like Xerox and Coca-Cola report that brand is as important to their performance as factories, innovations and capital are, since powerful brands attract wealthy customers and investors. The concept of brand equity has been widely employed lately. It refers to the financial worth which adds to the physical properties of tangible assets and of products in particular. Brand equity is in essence the measurement of the value added. The objective of this paper is to present contemporary methods for valuating brand equity and to provide a comparative analysis of their employment. In-depth knowledge about global practices in brand equity valuation is of fundamental importance to designing a successful and efficient branding strategy.
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Petyr Banchev
THE EVOLUTION OF THE MARKETING PARADIGM
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 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.
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Lubomir Lubenov
COMMUNICATION POLICIES OF BEEKEEPING FARMS IN BULGARIA WITHIN THE CONTEXT OF THE COMMON AGRICULTURAL POLICY OF THE EU
Abstract:
The substantial export potential of Bulgarian beekeeping requires that any national programme on beekeeping include promotion measures about third countries and EU member-states. Those measures should primarily refer to high-quality bee products that are organic, with protected geographical indication (PGI), with protected designation of origin (PDO), etc. The share of promotional budgets for Bulgarian beekeeping in the national beekeeping programmes must be increased since promotional EU budgets have been rising steadily. The Common Agricultural Policy (CAP) of the EU has established the infrastructure and the environment, in which beekeeping farms should employ communication instruments more comprehensively and conduct more extensive communication policies. Although the CAP finances and subsidises the advertising of Bulgarian bee products at higher meso, macro and mega levels, it requires horizontal integration. PR and direct marketing have been identified as some of the most appropriate communication instruments for Bulgarian beekeeping farms. PR integrates into a single cause all marketing communications, while direct marketing may be employed as a strategic instrument for accomplishing long-term goals and improving the management of customer relations.
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Nikola Yankov
A CREATIVE APPROACH TO CONCEPTUALIZING AND INTEGRATING TOURIST PRODUCTS/BRANDS
Abstract:
The scope of this paper is to approach creativity in conceptualization, designing and marketing of tourist products.
Special attention is paid to the relation “Tourist potential of a region – tourist attractors – tourist products/brands – tourist products/brands marketing”.
Consequently, we have presented certain models of a creative process, namely the tourist product’s superstructure, structure, infrastructure and infostructure. They are regarded as objects of creative ideas, insights and visual models of tourist products. Special attention is also paid to the integration of tourist products in so called integrats. The creative marketing process of original tourist products is also structured.
Attention is also paid to possible approaches for integral usage of the Danube river tourist potential. Concrete tourist products/brands which could increase the attractiveness of the region are presented. One of them is the Bulgarian Danubian coast.
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Rumen Vyrbanov
AN APPROACH TO USING ENTERPRISE 2.0 BY COMPANIES
Abstract:
In this article, the author has shared his views on how Enterprise 2.0 is used for solving 4 groups of problems in the company: Marketing in Web 2.0 and working with customers of the company; The relationships with business partners; Personnel management; Managing the knowledge in the company. The author also offers an approach to developing a strategy for implementing Enterprise 2.0 for the needs of the company where the actions are theoretically divided into six phases: analysis of the business processes in the company, research and analysis of the con¬dition of the information systems and technologies, defining the main objectives and activities on developing ICT, delineating the possible means of applying social net¬works in business processes, developing projects for a corporate social network and realizing the new IT strategy for a social corporate network.
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Rumen Vyrbanov
THE POTENTIAL OF SOCIAL MEDIA FOR THE BUSINESS OF COMPANIES
Abstract:
The popularity of social media is constantly growing. More than 84% of Internet users have accounts on social networks and spend between two and four hours per day on the Internet. Each user has 195 “friends” on average. Spending time in the social media is already activity number one in the Internet, exceeding the popularity of activities such as searching for information search and using e-mail. It is expected that Facebook will replace e-mails as the main means of communication.
Recently the number of people, who use social networks not only to communicate but also to find information about various goods and services, is steadily increasing. Social networks is gaining increasing popularity as a powerful business tool. The business is taking its first steps in using social media platforms as an effective marketing channel.
The first part of the article examines the main reasons, which determine the closer integration between the social media and business processes within companies. These reasons include the use of social tools by the majority of Internet users; the undoubted advantages that social media can provide for businessås; the employees’ passion for social networks; and the need for a clearly developed marketing strategy for using social media. Special attention is paid to the latest data on the use of digital technology in Bulgaria and the reasons, which determine the serious lagging of our country compared to other EU countries in some of the most important aspects.
In the second part, the author outlines the main areas in which social media can help the business: marketing; sales; customer service; PR campaigns; personnel recruitment; customer relationships management; brand promotion and increase of brand recognition; training and staff development. An attempt is made to highlight some of the manifestations of social tools in each of the above mentioned areas, based on specific examples.
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Radko Radev
PRODUCT PLANNING IN SOFT DRINKS PRODUCTION COMPANIES
IN BULGARIA
Abstract:
The choice of the subject matter for this article is based on the view that product policy has a key role. Given the specifics of the soft drinks sector it suggests a methodical framework for the process of product planning, which contributes to making reasoned management decisions on product policy. In addition, it presents some basic starting formulations that reveal the essence of product management and describes and groups the elements of product policy characteristics for the companies from the sector examined.
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Lubomir Lubenov
STRATEGIC MARKETING RELATIONS IN THE BEEKEEPING SECTOR IN RUSE DISTRICT
Abstract:
Farms are facing a marketing problem (difficult realization and low competitiveness), which requires strategic relationship marketing at sectoral (beekeeping, etc.) and regional level - Ruse district, etc. The aim is to study the role and importance of vertical relationships for developing the beekeeping sector in Ruse district. The grounds for the formation of relationships in the beekeeping sector in Ruse district and the opportunities for their vertical development through B2C (business client) and B2B (business business) relationships are analyzed. The strategic relations at sectoral (beekeeping) and regional level (Ruse district) open access to markets, resources, know-how, etc., creating preconditions for increasing the national and international competitiveness and profitability of the sector and the region, as well as overcoming regional and sectoral problems. Beekeeping farms in Ruse region can be equal partners, incl. leaders in vertical marketing systems (VMS) of bee and other products, mainly through sectoral and regional relationships, which will provide them with stronger positions compared to other members of the distribution channels - suppliers, intermediaries, traders and others. They need to switch to vertical relationships for more profitable sales of their products, focusing on direct sales to end users and participation in VMS.
