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Specificity of Dynamic Changes in Offline Retail Marketing


  • Nadezda Dimova

    (New Bulgarian University, Sofia, Bulgaria)


As a result of many changes in the economy and society, the marketing that is implemented in the retail trade is changing. The inseparable relationship between it and retail is of particular importance for the overall existence and development of any company, regardless of its size. Although neglected offline marketing is important, even if the percentage ratio compared to online marketing is falling, this type of marketing has its place and importance in physical stores. It is a competitive advantage for managers to keep track of the specific dynamic changes in offline retail marketing, which is the subject of this report.

Suggested Citation

  • Nadezda Dimova, 2023. "Specificity of Dynamic Changes in Offline Retail Marketing," Nauchni trudove, University of National and World Economy, Sofia, Bulgaria, issue 1, pages 79-88, March.
  • Handle: RePEc:nwe:natrud:y:2023:i:1:p:79-88

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    More about this item


    consumers; offline marketing; online marketing; retail;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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