(Article, Collection Entitled Marketing of the 21st Century: Paradigms, Strategies, and Tactics, Science and Economy, Varna, 2007)
The main aim of the research is a description of the particularities of the marketing environment in the European Union and a clarification of the product, distribution, price, and communication policies of Bulgarian companies when implementing successful marketing strategies in the European context. It includes a summary of the results of research and field studies’ executed with the author’s participation. Conclusions are drawn and recommendations are addressed to Bulgarian businesses. The author stresses on the necessary changes in the marketing mix in order to take better advantage of the Single European Market.