Концепцията “евромаркетинг” и препоръки към българските износители
The Conception "Euro-Marketing" and Recommendations to the Bulgarian Exporters

Summary/Abstract: The policy of accelerated euro-integration sets stronger and stronger and in concrete dimensions the question for the dynamics of the Bulgarian export and its turning into a factor of the economic growth. The Bulgarian producers and exporter could not take advantage of the advantages of the expanded access to the European Union market, if they do not know the specifics of the business environment in EU and the requirements of the so-called euro-consumer. Analyzed are the main factors of the business environment in EU and are given directions for improvement of the marketing activity of the Bulgarian firms, which strive to settle a long presence on the EU market. The recommendations to them are based on concrete marketing study, in which carrying out participates the author of the article, as well as on the lessons of Peter Dracker from the American export boom. The decisions with strategic character by the export oriented firms concern choice of a method for exiting the EU market, searching for opportunities for financing the export activity and implying the competitive advantages. The requirements for the state are a clear strategy for stimulating the export oriented productions, creation of an adequate marketing infrastructure with build information network and institutional frame and cooperation in the implying of the principles of the “euro-marketing”.

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