Abstract
After reading this chapter you will be able to:
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trace the development of the marketing concept in Bulgaria over the past two decades
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understand the implication of the main factors influencing the application of marketing in that country
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characterise the basic difficulties which prevent the use of some of the most important marketing functions by small and medium sized companies
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analyse the activities and possible outcomes of the activities of the particular companies in the specific situations described in the two cases
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© 2003 Vesselin Blagoev
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Blagoev, V. (2003). The rhetoric and reality of marketing in Bulgaria. In: Kitchen, P.J. (eds) The Rhetoric and Reality of Marketing. Palgrave Macmillan, London. https://doi.org/10.1057/9780230554702_8
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DOI: https://doi.org/10.1057/9780230554702_8
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-43134-2
Online ISBN: 978-0-230-55470-2
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)