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The aim is to develop a marketing strategy for Regional Library Lyuben Karavelov - Ruse. The funds for the adequate development and survival of the researched library are generally insufficient. State and municipal institutions and structures, as key financial and other partners, do not have sustainable policies and a long-term vision for the development of the library. This necessitates diversifying its funding sources through a marketing strategy. Accordingly, markets are segmented, current and prospective target markets are determined, and approaches for positioning Regional Library Lyuben Karavelov - Ruse are outlined. Marketing tools "8P" (Product, Place, Promotion, Price, Processes, Physical Environment and Evidence, People, Productivity and Quality) and "4C" (Customer, Convenience, Communication, Cost) have been developed to ensure better positioning of the library and the implementation of the strategy. [ABSTRACT FROM AUTHOR]

The aim of the research is to propose a budget for marketing stimulation of bee products in the Ruse district on the basis of value. The regional bee farms shall integrate among each other to form solid organization for the development of products of high added value, respectively, for the accumulation of a solid budget for the most efficient communication tools. The budget for marketing stimulation on the basis of value shall be treated as an investment in value communications regarding the demanded, the promised and the desired value by consumers. When public relations (PR) on the basis of value are not carried out well, a larger budget will be necessary for the remaining tools of the communication mix (advertisement, personal sales, sales stimulation, etc.); on the other hand, their efficiency will be lower. Direct marketing (DM) has the capacity to create added value, to offer it and to communicate it to the customers on the basis of value in unison with the marketing tools. The organization of bee farms shall form a virtual community which in the course of time will collect information about the needs of the consumers, turning into a community with value. It will direct the organization not only towards the value communication via PR and DM, but also towards improving the products, the supplies, the prices and, as a whole, towards improving the customers' service and satisfaction. [ABSTRACT FROM AUTHOR]

The study finds that there is a serious positioning problem for bee products from the Ruse Region - strong competitive pressure, product parity and difficult differentiation. This makes positioning extremely important to their success, but also - very difficult. It was found that the region, with its natural, ecological, cultural and historical factors, as well as territorial specialisation based on these factors, is the bearer of authentic uniqueness, which is the foundation for differentiation and positioning of the bee products and services produced on its territory. Branding of bee products from the Ruse Region plays a key role in differentiating them. It can be based on natural factors, sorts, standards, technologies, domain name, brand. From the natural factors and the certified technologies, the leading positions of Bulgaria in Europe in respect to biodiversity and biotechnology in the beekeeping sector shall be used, because they ensure high biological value and quality of the bee products from the Ruse Region. Brands shall also be based on them, and the domain name plays a key role in the positioning on online markets. Positioning can also be based on marketing tools, which play an important role in differentiating competitors as well as consumer perceptions and associations. Positioning on organisational markets shall emphasise the functionality of regional apiculture products by nature (biodiversity, ecology, quality), and on consumer markets- to emphasise a single basic concept - health. [ABSTRACT FROM AUTHOR]

Farms are facing a marketing problem (difficult realization and low competitiveness), which requires strategic relationship marketing at sectoral (beekeeping, etc.) and regional level - Ruse district, etc. The aim is to study the role and importance of vertical relationships for developing the beekeeping sector in Ruse district. The grounds for the formation of relationships in the beekeeping sector in Ruse district and the opportunities for their vertical development through B2C (business client) and B2B (business business) relationships are analyzed. The strategic relations at sectoral (beekeeping) and regional level (Ruse district) open access to markets, resources, know-how, etc., creating preconditions for increasing the national and international competitiveness and profitability of the sector and the region, as well as overcoming regional and sectoral problems. Beekeeping farms in Ruse region can be equal partners, incl. leaders in vertical marketing systems (VMS) of bee and other products, mainly through sectoral and regional relationships, which will provide them with stronger positions compared to other members of the distribution channels - suppliers, intermediaries, traders and others. They need to switch to vertical relationships for more profitable sales of their products, focusing on direct sales to end users and participation in VMS. [ABSTRACT FROM AUTHOR]

The aim of the study is to establish the amount of funding in Bulgarian beekeeping and their trends. The goal is achived through an analysis of the tendencies and the main sources of financial means. The study analyses the financial support from European and national funds (the National Beekeeping Program, the de minimis scheme, the Rural Development Program) for over BGN 18 million and from commercial banks and own sources for over BGN 3 million. Together they form financial markets for over BGN 21 million a year in Bulgarian beekeeping. The European and state financial resources intended for Bulgarian beekeeping from the country's membership in the EU are increasing in absolute terms, but are decreasing relative to the total funds. Bulgarian beekeeping has gained access to additional funding, which is not proportionate in comparison with other sectors. Additional financial support is needed per hive for the ecosystem pollination service in order to ensure biodiversity and food security in the EU. The financing of the Bulgarian beekeeping will continue to grow steadily. [ABSTRACT FROM AUTHOR]

The focus of the research is on online retail channels for organic bee products. They create short supply chains and ensure access to local and global markets and new market segments, which do not exist on offline markets. Creating one's own online channel for organic bee products or using an intermediary one implies the development of one's own retail platforms and social networks or the use of intermediary ones. Designing and maintaining one's own online retail channel for organic bee products requires substantial investments, therefore such channels are mainly built by large agricultural and non-agricultural entities with high horizontal and vertical integration and ensured access to capital and markets. The high level of integration of different systems, technologies and innovations such as CRM and ERP in online platforms makes it possible to collect, systematize and analyse large volumes of data base -- the so-called Big Data and analyse the online behaviour of customers in order to implement precise and targeted marketing. [ABSTRACT FROM AUTHOR]

Communication policies of farms in Bulgaria: The development of marketing communications at the Bulgarian agricultural enterprises faces serious difficulties. Therefore the main objective of this study is to discover the appropriate forms for the implementation of successful marketing communications of the farms with customers and the public. The main tools for communicating with individuals, groups and organizations: public relations (PR), advertising, sales promotion, personal selling, direct marketing (DM) are analyzed in details. The wide-ranging role of agricultural policies in the field of communications activity of agricultural enterprises is explored. The possibilities of application of the communication policies of agricultural enterprises at micro, meso, macro and mega level are analyzed. It is estimated that in perspective the areas of application, tools and budgets for communication policies of agricultural enterprises should increase steadily at all levels. As the most appropriate in terms of opportunities for utilization and outcomes emerge PR and DM in combination with the Internet and the new information technologies and devices. [ABSTRACT FROM AUTHOR]

A retrospective analysis of the three waves of biological, conventional and GMO innovations in agriculture has been elaborated. The results lead to the conclusion that there is a huge potential for development of innovations in the field of GMO and bio-products worldwide. The objective of this study is to make an a priori study of marketing innovation strategies of agricultural enterprises in Bulgaria. The major difficulties impeding the diffusion of innovations in our agricultural sector have been explored - inefficient agricultural markets; poor: national and fiscal policy, infrastructure, research and development activities, etc. The role and importance of innovations for the survival and development of agricultural enterprises has been clarified - improving user satisfaction, countering competition and achieving higher profitability, overcoming climate change, seasonality and cyclicality of agricultural processes. The most common reasons hampering innovation processes have been indicated - lack of market knowledge, inappropriate management and high degree of uncertainty and risk of innovations in agriculture. The factors that determine the success of innovations in agricultural enterprises have been analysed: discovery of new markets, appropriate national policy and environment, development of innovation strategies through various forms of joint marketing and clusters to take over the major part of marketing activities in the field of innovations (product-, process-, organizational innovations and their complex effect on marketing innovations) for entering new national and international markets. The problems related to marketing innovations on meso and micro levels have been discussed - underdeveloped branch organisations and communities, low use of contemporary information systems and technologies, poor integration with the research, development and other similar units. The opportunities for marketing innovations on meso and micro level have been defined in terms of products and product structure of agricultural enterprises, distribution and logistics, communication and pricing. Conclusions and major results have been established. [ABSTRACT FROM AUTHOR]