Без макромаркетингов мениджмънт: кризи, хаос и неустойчивост
Without macromarketing management: crises, chaos and instability

Author(s): Boyan Durankev, Kristiyan Ivanov
Subject(s): Economy, Business Economy / Management, Marketing / Advertising
Published by: Нов български университет
Keywords: private companies; transnational corporations; public sector; transnational institutions; macromarketing
Summary/Abstract: Since the beginning of the 20th century, the period of marketing science occurrence, this phenomenon was closely аassociated with the economic activities of the private and profit-seeking companies by using just micromarketing segment at that time. A century later the picture of existing economic system has been changed by operating and interacting of large structures and institutions spectrum including private, national, multinational and state owned companies. They all strive hard to satisfy needs, meet demands, fulfill desires and cover interests of their customers, citizens and societies offering and supply them with goods and utilities primarily by direct or indirect payment model. The macromarketing segment of the marketing science is implementing through States and supranational institutions and organizations. Both segments are frequently in deep contradictions due to the private and general interests.

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