Измерване и оценка на резултатите от маркетинговата дейност в българските предприятия – състояние, проблеми и решения
The Measuring and Evaluation of Results of Marketing Activity in Bulgarian Enterprises - a State, Problems and Decisions

Summary/Abstract: Over the last decade, foreign economic literature and, to a smaller degree, economic journals in Bulgarian abound in scientific publications that focus on performance management, in particular on the approaches, models, and evaluators applied in the complex evaluation of performance results. A growing number of surveys aim to determine the extent to which such practices have become popular among companies in different countries. Data collected during these surveys reveal that nowadays companies readily apply the complex approach in the evaluation of their performance and are confident in its many benefits. This project has been designed to promote economic research in a sphere which has not been fully examined so far, i.e. the opportunity to apply the complex approach in evaluating marketing activity results as a functional dimension of company performance. The work of the team has been based on the assumption that marketing activities should be evaluated within the context of their input in the accomplishment of corporate strategic goals. Accordingly, the evaluation of marketing activities results in small and medium-sized Bulgarian organizations was based on the same assumption.

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