Year 2011, Issue 

Date published

27.10.2011

Table of content

  • Nikola Yankov
    HOLISTIC MARKETING AS AN INTEGRATOR OF BUSINESS NETWORKS
    JEL: M 31
    Keywords: holistic marketing, integrated approach, network of the business system, marketing network, business integration
    Summary: Problems of system business management sphere are synthesized in the monograph. More specifically they are oriented to its engine – marketing. The main idea is, that there is a need of integration approach in order to make sense of objective events. With its help one can delineate the conception of holistic marketing and to e ... ... Contents Introduction 9 Chapter one THE MODEL AND THE INTEGRATION PROCESS AS A PLATFORM FOR DEVELOPMENT OF BUSINESS SYSTEMS 11 1. The comprehensive approach toward the integration process 11 2. The networks as objects and subjects of the integration process 18 3. The structure of the integration’ methodological tool 25 4. The concept for the diad and triad degrees of integration 35 Chapter two OUTLINING THE HOLISTIC MARKETING NETWORK CONCEPT 42 1. The holistic marketing as a networks integrator 42 2. The relation betweem marketing and business system integration 50 Chapter three THE LOCALISATION OF THE HOLISTIC MARKETING NETWORK IN THE BUSINESS SYSTEMS 61 1. The network approach toward the business systems 61 2. The concept for the integrated business system network 64 3. Systematisation of directions regarding the internal integration of the business system network 74 4. Outlining of the contuors of network A - realization markets of the business systeme 79 Chapter four THE CONCEPT OF THE MARKETING FUNCTION INTEGRATION IN A NETWORK 83 1. Methodological aspects of the multilevel marketing integration 83 2. The concept of the business system marketing network integration 92 Chapter five INTEGRATION OF THE BUSINESS SYSTEM MARKETION WITH OTHES NEETWORKS 116 1. The integration of “marketing”, “strategising” and “business sistem development” functions 116 2. The concept of the National marketing network 118 Chapter six ÌÀRKETING INTERMEDIATION IN THE BUSINESS SYSTEMS NETWORKS INTEGRATION 139 1. Levels of business systems’ internal integration 139 2. the marketing integration of holon, clusters’ business networks and associations 142 3. Summary regarding the process of the marketion integration 154 Conclusions and recomendations 166 Literature 170 Abstract Problems of system business management sphere are synthesized in the monograph. More specifically they are oriented to its engine – marketing. The main idea is, that there is a need of integration approach in order to make sense of objective events. With its help one can delineate the conception of holistic marketing and to establish its position in the business systems management. Particular levels of system network integration are systemized namely – of two sides (two characters) – diads, of three – triads, and of many – polyads and hepirpoliads. Special method is suggested in this direction – it is designated Di-Tri-Pol. From one hand in the monograph the integration of marketing function in the network with obligatory nodes. From the other hand – multi direction (vertical, horizontal and diagonal) connection of this marketing network with other networks within the frame of one business system and with strategic objects and subjects out of it. The role of marketing entrepreneurship in the process of business system development is examined.