СЪЩЕСТВУВА ЛИ ГЛОБАЛНИЯТ ПОТРЕБИТЕЛ
IS THERE A GLOBAL CONSUMER

Summary/Abstract: The article deals with some of the modern trends in the development of the marketing concept.The argument is presented that classical marketing is losing its importance; the defining characteristics of the future marketing model are discussed: global consumer’s culture – globalizationthrough higher mobility, mass media, music, sport are studied. Further studies are made into the natureof similar and different types of consumer behavior. Some of the applications of new culture inmarketing are shown, along consequences of the development of the marketing concept in Bulgaria.

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