Holistic marketing as an integrator of business networks Cover Image

Холистичният маркетинг като интегратор на бизнес мрежи
Holistic marketing as an integrator of business networks

Author(s): Nikola Yankov
Subject(s): Economy
Published by: Стопанска академия »Д. А. Ценов«
Keywords: holistic marketing; integrated approach; network of the business system; marketing network; business integration

Summary/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 entrep-reneurship in the process of business system development is examined.

  • Issue Year: 2011
  • Issue No: 113
  • Page Range: 1-175
  • Page Count: 175
  • Language: Bulgarian