„ОБЪРНАТ“ МАРКЕТИНГ – СЪЩНОСТ И ПРИЛОЖЕНИЕ В ДЕЙНОСТТА НА БИЗНЕС ОРГАНИЗАЦИИТЕ

Abstract

This paper addresses the issue of „reverse” marketing as there are no publications on this topic in the Bulgarian academic and scientific literature. The goal of the paper is to present and comment the opinion of different authors and experts about the meaning of „reverse” marketing and its characteristics. The paper contains a review of various instruments and methods of „reverse” marketing implementation in international context and data of a desk research conducted online on the current situation of the „revers” marketing implementation in the practices of a sample of 90 companies on the Bulgarian market. The last paper’s part is focused on author’s conclusions about the essence of „reverse marketing“ compared to other marketing concepts.