Communication Policies of the Agriculture Companies in Bulgaria Cover Image
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Комуникационни политики на земеделските предприятия в България
Communication Policies of the Agriculture Companies in Bulgaria

Author(s): Lyubomir Lyubenov
Subject(s): Economy
Published by: Институт за икономически изследвания при Българска академия на науките
Keywords: М37; М38; Q18

Summary/Abstract: Communication policies of farms in Bulgaria: The development of marketing communications at the Bulgarian agricultural enterprises faces serious difficulties. Therefore the main objective of this study is to discover the appropriate forms for the implementation of successful marketing communications of the farms with customers and the public. The main tools for communicating with individuals, groups and organizations: public relations (PR), advertising, sales promotion, personal selling, direct marketing (DM) are analyzed in details. The wide-ranging role of agricultural policies in the field of communications activity of agricultural enterprises is explored. The possibilities of application of the communication policies of agricultural enterprises at micro, meso, macro and mega level are analyzed. It is estimated that in perspective the areas of application, tools and budgets for communication policies of agricultural enterprises should increase steadily at all levels. As the most appropriate in terms of opportunities for utilization and outcomes emerge PR and DM in combination with the Internet and the new information technologies and devices.

  • Issue Year: 2013
  • Issue No: 4
  • Page Range: 101-121
  • Page Count: 21
  • Language: Bulgarian