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On marketing paradigms and marketing space in the changing firms


  • Julia Uzunova


The socioeconomic situation at the beginning of the 21-st century is fundamentally different from those of the preceding stages of development of Bulgaria. The contemporary economic activity of firms is connected to the dynamic management decision taking needing professional precision of their marketing scope, limits and object of impact by markets. By investigation of the evolutionary changes in the marketing management in the firms, the classic and neoclassic paradigms are drawn out. On this basis modifications have been fixed in the structure of marketing activities and the basic dimensions, depicting the contents of the marketing space, needed for the realization of the dynamically changing market behavior of the firms.

Suggested Citation

  • Julia Uzunova, 2003. "On marketing paradigms and marketing space in the changing firms," Economic Thought journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 2, pages 63-90.
  • Handle: RePEc:bas:econth:y:2003:i:2:p:63-90

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    References listed on IDEAS

    1. William J. Baumol & Robert D. Willig, 1981. "Fixed Costs, Sunk Costs, Entry Barriers, and Sustainability of Monopoly," The Quarterly Journal of Economics, Oxford University Press, vol. 96(3), pages 405-431.
    2. Jensen, Michael C. & Meckling, William H., 1976. "Theory of the firm: Managerial behavior, agency costs and ownership structure," Journal of Financial Economics, Elsevier, vol. 3(4), pages 305-360, October.
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    JEL classification:

    • D21 - Microeconomics - - Production and Organizations - - - Firm Behavior: Theory
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure


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