On marketing paradigms and marketing space in the changing firms
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.
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Volume (Year): (2003)
Issue (Month): 2 ()
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- 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.
- Baumol, William J & Willig, Robert D, 1981. "Fixed Costs, Sunk Costs, Entry Barriers, and Sustainability of Monopoly," The Quarterly Journal of Economics, MIT Press, vol. 96(3), pages 405-31, August.
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