Marketing Approaches in Bulgaria

Abstract

Describes the results of a survey of Bulgarian companies as part of a larger project funded by The European Commission. Investigates the marketing attitudes and approaches of Bulgarian companies using a mailed questionnaire based on a set of preliminary in‐depth interviews and analyses the results using a cluster analysis. Results show the existence of four clusters: the first, where marketing is virtually non‐existent; the second and largest cluster, where companies are primarily production oriented; the third, where companies are primarily sales oriented; and the fourth, where there is full marketing implementation. Compares these Bulgarian clusters with those found in the UK, and indicates that Bulgarian companies have made little progress towards full marketing implementation. Explores the barriers to the adoption of marketing.

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