Vassileva, A. et al., UNWE Publishing House, Sofia, 2013
The textbook has been developed by a team of authors from the International Economic Relations and Business Department at the University of National and World Economy (UNWE). Within an introduction, thirteen chapters, and a conclusion, all divided into two sections, the textbook presents modern theoretical views as well as valuable practices in the field of marketing. It considers both what is stable and what is modern in marketing theory. Both the chapters and the conclusion provide many examples of how marketing is conducted in different companies. The textbook consecutively goes into the main components of marketing and the tools for their use. In order to broaden the students’ views of the trimerous nature of marketing, it also suggests various models for the implementation of the latter.
The main target audience of this textbook is the students pursuing a Bachelor's Degree in marketing. It could also serve as a source of information and viable experience for anyone working or willing to make a career in this promising field.
The authors’ longstanding experience in the field of marketing – both theoretical and practical – as well as the impressions accumulated through the work with students have helped the lecturers not only to write the textbook, but also to structure it in the manner anticipated by the reader. The learning material in each thematic unit is presented in a way that facilitates students’ acquisition of the material. The included examples and self-tuition tasks help students check how effectively they have worked. Furthermore, the freedom of each author’s viewpoint is deliberately preserved in order to provide this rich variety of opinions which allows for the material to be acquired successfully and with the required amount of scrutiny.