Marketing efficiency of investments in the production and sale of bio products in Bulgaria

The subject of this study is marketing investments in the production and sale of bio products and the process of measuring the marketing efficiency of investments in bio products. The purpose of the study is to analyze the evaluations of the participants in the market of bio products in Bulgaria with a view to proposing an applicable process for determining, measuring and evaluating the marketing efficiency of the companies. Several research tasks are solved for achieving the purpose of the dissertation: 1. Description and analysis of the methods for measuring and evaluating the results of marketing investments in theoretical terms. To formulate a proposal for a process of research and determination of the marketing efficiency of investments in bio products. 2. Conducting research on the market of bio products in order to define the main types of participants in it and the existing relationships between them. 3. Conducting research and analysis of the reasons that have a direct impact on the choice of bio products, as well as determining the level of satisfaction with their supply. 4. Research of existing practices for determining and measuring the result of marketing investments in bio products used by participants in the Bulgarian market. Analyzing the opinions of consumers and companies. 5. Creating a conceptual model of the process for determining the marketing efficiency of investments in bio products. The following scientific and applicable contributions have been achieved on the basis of the carried out research and the application of a number of approaches, methods and analyzes: 1. Based on a literature review, a summary criterion for distinguishing marketing investments from marketing costs is proposed. 2. A way to determine the marketing efficiency of investments is proposed in theoretical terms and the need for its application in practice is argued. 3. An author's process for evaluating the marketing efficiency of investments is proposed. 4. Consumer expectations and satisfaction with the supply of organic products on a test market are described and analyzed. 5. A conceptual model for the organization of information processes, ensuring the management of marketing efficiency in the practice of companies is proposed. This monograph is based on a defended dissertation on 27.06.2014 at the University of Economics Varna at a meeting of the Scientific Jury.