Vanya Grigorova
Genesis of Modern Marketing Networks
Summary:
In modern economic practice as a natural result of a number of public and market processes emerge groupings of organizations with a common strategic objective, referred to as "networks". This form is a phenomenon with a complex manifestation and it is studied by a number of theories relating to networks - field of economics, which is still developing. So the motives of this study are several: to track groups of factors (etymological, philosophical and economic) that lead to the emergence of networks to clarify their inherent characteristics, to reveal the specifics of their manifestation in the marketing field and in result to enrich modern marketing paradigm to be able to develop new scientific approaches to building and managing marketing networks in Bulgaria.
