FACTORS IN INTRODUCING MARKETING INNOVATIONS IN THE ACTIVITY OF THE COMPANIES FROM THE SOUTH BULGARIA

Abstract

This report will present the results of a survey conducted among 150 companies from the Southwestern and Southeastern region of Bulgaria to evaluate the importance of the factors for the introduction of marketing innovations in the activity: 1. changes in the design and packaging of a product or service; 2. new methods and techniques for product promotion; 3. new methods for positioning products on the market or entering new sales channels; 4. new methods for pricing of goods or services and establishing the state of the factors in introducing innovations in products and services for the companies in the sample.