Проблеми пред управлението и промотирането на бранда в кризисни ситуации

Маринова, Надя and Карадочева, Камелия (2023) Проблеми пред управлението и промотирането на бранда в кризисни ситуации. In: Ремаркетинг на реалността : международна научна конференция, посветена на 25 години от създаването на катедра "Маркетинг" при Икономически университет - Варна, България, 17 юни 2022 г. : сборник с доклади. Наука и икономика, Варна, pp. 596-604. ISBN 9789542111344

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Abstract

Branding plays the most important role in driving market innovation in crisis situations. The attitude of the management among the representatives of the innovation-oriented companies to this element is quite specific. Business innovators sometimes forget that they are working for product trust in a market where the buyer does not sufficiently understand the specifics of the product offered. When using terms such as trademark, trademark, trademark, brand name, trademark, trade name, brand often leads to confusion. It is necessary to determine the semantic differences between them on the basis of objectively existing information processes in meeting the needs of users. This process should be based primarily on the consumer and his needs.

Item Type:Book Section
Additional Information:Title: Problems before managing and promoting the brand in crisis situations, Authors: Nadia Marinova, Kamelia Karadocheva
Uncontrolled Keywords:innovation, marketing, crises, product, market, consumers, concepts
Subjects:Economic and business Administration > Economic policy. Management. Marketing
ID Code:4729
Deposited By: Доц. д-р Надя Маринова
Deposited On:21 Oct 2022 11:17
Last Modified:11 Oct 2023 12:43

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