Abstract: Due to the complex and dynamic situation in commodities markets, Bulgarian industrial enterprises need to apply more flexible and efficient approaches in order to adapt promptly to contemporary challenges. Industrial enterprises seek to demonstrate behaviour which will enable them to maintain and expand their market positions, respond adequately to changes in consumer demand and react to increasing competition. The aim of this article is to examine the market behaviour of Bulgarian industrial enterprises on the basis of theoretical and empirical research and to summarise some of the specific features of this market behaviour.
Abstract: Customer relationship marketing is complemented by the strategic vision of business development – customer management - which includes the following: customer analysis, customer contributions, life cycle, etc. The two visions - CRM and customer management - are essential for the development and higher competitiveness of companies.
These processes tend to accelerate and intensify. They result from imposing a new consumer culture, which encompasses customers from both developed and developing markets who possess a creative approach to thinking, dynamics as a style of behaviour, and “global” citizenship as a social characteristic. Marketing specialists must have a unique ability to engage with the modern customer and must be able to give their companies direction and focus in order to achieve effective results that will ensure their image and success.