Маркетингови комуникации в условията на променено потребление – какво се случва?
Marketing Communications Under the Conditions of Changed Consumption – What Is Happening?

Author(s): Alexander Hristov, Evelina Angelova
Subject(s): Marketing / Advertising
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: Consumption; Marketing; Marketing Communications; Consumer Behaviour; Crisis
Summary/Abstract: The article presents an overview of the development and to some extent the improvement of marketing communications in our country with references to what is happening globally in connection with the crisis in 2020 caused by the COVID-19 pandemic. Some aspects of the changed consumption are taken into account and in view of this the first outlines of the changes in the communications are made in three main aspects – in the channels, in the content and in the budgets. The ongoing crisis will inevitably have additional effects on marketing communications, which will also be monitored.

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