Конференция, 2015, Хоризонти в развитието на човешките ресурси и знанието. Том 1
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Item MARKETING WARS – MILITARY ANALOGIES IN THE MARKETING AND MANAGEMENT LITERATURE(Бургаски свободен университет, 2015) Papp-Váry ÁrpádWar metaphors have been used for a long time in the world of marketing, and, in a broader sense, that of management. The most popular sources are probably the wisdoms of Chinese General Sun Tzu, the advices of German General Clausewitz, and, of course, the guerrilla ideas of Che Guevara.Item EASTERN EUROPE STRIKES BACK: THE „REVENGE” IMAGE CAMPAIGNS OF COUNTRIES FROM THE REGION(Бургаски свободен университет, 2015) Papp-Váry ÁrpádThe essence of country branding is the introduction of a specific place in a way that is attractive to tourists, investors, international organizations or even potential settlers. Most countries spend millions of euros each year on delivering their positive messages. But what can be done if a whole negative campaign against the country has been created? The Romanian, Polish, Hungarian and other responses mentioned in this article will show it.Item CITY MARKETING MIXES – FROM 4P’S TO 8P’S(Бургаски свободен университет, 2015) Papp-Váry ÁrpádCity marketing is regarded as a comparatively new field: although it has been dealt with in practice for a long time, scientific literature is only catching up with it nowadays. Several models have appeared in the past years which state that a city can be interpreted and developed as a product, service or brand. This article presents the 4P, 5P, 6P, 7P and 8P models briefly, and discusses their advantages and disadvantages.