REVISTA DE HUMANIDADES Y CIENCIAS SOCIALES

LA ORIENTACIÓN DE MARKETING DE LA EMPRESA FAMILIAR

Authors

  • Vyara Kyurova

Keywords:

Orientación al mercado, Empresa familiar, Componentes

Abstract

This article presents the results of a survey of marketing orientation of family businesses in Bulgaria. The aim is to outline the specific features of the marketing orientation of family business and present its main problems. The assessment of the marketing orientation is based on the results of personally organized survey among 86 representatives of family businesses in three major sectors of activity – manufacture, trade and services – in Bulgaria. It also discusses the theoretical aspects of marketing orientation and its components. Based on the results of the survey are formulated the main problems of the marketing orientation of family business in Bulgaria.

Published

07-07-2019

How to Cite

Kyurova, Vyara. 2019. “LA ORIENTACIÓN DE MARKETING DE LA EMPRESA FAMILIAR”. Revista Inclusiones, July, 91-100. https://revistainclusiones.org/index.php/inclu/article/view/1866.