Year 2017, Issue 136

Date published

19.12.2017

Table of content

  • Vanya Grigorova
    MARKETING NETWORKS OF COMPANIES: CURRENT STATE AND STRATEGIC SOLUTIONS IN THE SECTOR OF TOURISM
    JEL: Ì30, Ì31.
    Keywords: inter-company networks, marketing networks of companies, marketing tourism networks, procedures for taking strategic decisions by partners in a tourism marketing network.
    Summary: This monographic paper presents ideas related to the marketing networks of companies in the sector of tourism in Bulgaria as a subject of the survey. The subject matter of the study is their conceptual dimensions, state and proposed strategic decision-making procedures by the networks as a whole and by individual tourist part ... ... CONTENTS Introduction Chapter One. CONCEPTUAL CONNECTION BETWEEN NETWORK THEORY AND MARKETING 1.1. Genesis of the "network" phenomenon 1.1.1. Etymological, linguistic and philosophical origin of networks 1.1.2. Theories of networking in the economy 1.1.3. Characteristics of Network Formations in the Economy 1.2. Development of network theory in marketing 1.2.1. Specifics of marketing networks.The relation "marketing network" and "network marketing" 1.2.2. Characteristics of marketing networks 1.2.3. Concepts for marketing networks 1.2.4. Positive effects for partners in the marketing networks 1.3. Economic prerequisites and barriers to the emergence of marketing networks in Bulgaria 1.3.1. Terms of the global business environment (macroframe) 1.3.2. Intercompany factors for the formation of marketing networks 1.3.3. Key success factors, barriers and disadvantages of marketing networks Chapter Two. CHARACTERISTICS OF MARKETING NETWORKS ON THE TOURIST SERVICES MARKET IN BULGARIA 2.1. Characteristic features of the tourist services market in Bulgaria 2.1.1. Macroframe for the development of marketing networks in tourism 2.1.2. Marketing specifics of the Bulgarian market of tourism products 2.1.3. Dimensions of marketing networks in tourism 2.2. Changes in the characteristics of marketing tourism networks in Bulgaria for the period 2012-2016 2.2.1. Specifics of the marketing networks of tourism organizations 2.2.2. Profile of marketing tourism networks 2.3. Key parameters of marketing tourism networks 2.3.1. Identification of the participants in marketing tourism networks 2.3.2. Characteristics of connections in marketing tourism networks 2.3.3. Degree of centralization of marketing tourism networks 2.3.4. Intensity of connections in marketing tourism networks 2.3.5. Efficiency of marketing tourism networks Chapter Three. STRATEGIC SOLUTIONS IN BULGARIAN MARKETING TOURISM NETWORKS 3.1. Strategic dimension of marketing tourism networks 3.1.1. Specifics of the strategic management of tourism marketing networks 3.1.2. Strategic solutions in marketing tourism networks 3.1.3. Strategic evaluation of a marketing tourism network 3.2. Strategic approaches for managing a tourism marketing network in Bulgaria 3.2.1. Approaches for defining the overall strategy of a marketing tourism network 3.2.2. Procedures for building a marketing network in tourism 3.2.3. Approaches to strategic decision making in a Bulgarian marketing tourist network 3.3. Strategic solutions for corporate behavior in Bulgarian marketing tourism networks 3.3.1. Positive attitude of tourist companies towards the "marketing network" strategy 3.3.2. Approaches for making strategic decisions in a travel company in a marketing network 3.3.3. Alternatives to corporate behaviour according to the purpose of participating in a marketing tourism network 3.3.4. Strategic solutions for corporate behaviour when joining a marketing tourism network 3.4. Recommendations for implementing strategic decision-making procedures in marketing tourism networks Conclusions References Appendices ABSTRACT This monographic paper presents ideas related to the marketing networks of companies in the sector of tourism in Bulgaria as a subject of the survey. The subject matter of the study is their conceptual dimensions, state and proposed strategic decision-making procedures by the networks as a whole and by individual tourist partner organizations. The author has been motivated by the relevance of the issues, the need for further development of the connection between the network paradigm and the marketing paradigm and its manifestation in Bulgarian business practice. The logical construction of the conceptual formulations goes through clarifying the origin and characteristics of networks as an economic phenomenon, their marketing dimension and the prerequisites for the emergence of marketing networks. On this basis, considering the present dimensions of Bulgarian tourism market through the empirical studies, that were conducted, the specifics of marketing tourism networks have been clarified, and measured by basic quantitative and qualitative parameters. In this respect,, alternative procedures have been proposed in order to serve as a practicable management instrument for tourism organizations to take strategic decisions on the inclusion, creation or functioning of such networks.