Vol.1, No 8, 2000 pp. 27 - 34
UDC 339.9.042:658.8(497.2-664)

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SOME REMARKS REGARDIN "THE MARKETIZATION"  PROCESS  IN TRANSITION ECONOMIES
(THE CASE OF BULGARIA)
Nicola Yankov
D. A. Tsenov, Academy of Economics, Svishtov, Bulgaria

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Abstract. After the 90's, making a unique turnaround, the Eastern European countries oriented themselves again toward the values of market civilization and economy. Doing so they used different approaches and developed strategy for transition to market economy. Anyway, consciously or not, they had to develop a new process – "the marketization" of the economy. Different models conceptualizing this process appeared.  Many of them were presented and used rather mosaic than systematic.
"The marketization" process and the marketing development of business organizations are treated in the paper as  necessary conditions for entering the 21st century.
The accent is also put on the importance of the marketing institution and marketing specialists seen as a starting point for the development of  support system of business organization marketing function and marketing behavior.

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NEKI ASPEKTI PROCESA "MARKETIZACIJE"
U PRIVREDAMA U TRANZICIJI Nakon 90-tih godina, zemlje Istočne Evrope su učinile revolucionarni zaokret orijentišući se ponovo na vrednosti tržišne civilizacije i privrede. Prelazak na tržišmu ekonomiju vršen je primenom različitih pristupa i strategija razvoja. U svakom slučaju, svesno ili ne, one su morale da razvijaju jedan novi proces - stvaranje tržišne privrede. Konceptualizacija ovog procesa vršena je kroz različite modele. Većina od njih je primenjivana više mozaično, umesto sistematično. Proces marketizacije i razvoj marketinga u organizacijama prikazani su u radu kao neophodni preduslov za ulazak u 21. vek. Takodje se naglašava i značaj marketing institucija i specijalista kao polaznih tačaka u razvoju sistema podrške marketing funkciji i marketing ponašanju organizacija kao kupaca.