Academic Lecture by Assoc. Prof. Dr. Alexander Hristov on the Marketing, Shopping, Malls and Happiness

The accession of Alexander Hristov  as an Associate Professor at the Department is an evidence that the young lecturers expand their knowledge from the theory to the practice and have skills to do business, declared Assoc. Prof. Dr. Milanka Slavova, Vice Rector for Education in the EQD of Bachelor and Lifelong Learning and Head of the International Economic Relations and Business Department. 

It is interesting that there is a negative attitude to the shopping and the malls and there is a statement that they make us to commercialize and neglect our spiritual nature because of the material things, pointed out the lecturer. According to him the malls are places where something new happens all the time.

Assoc. Prof. Hristov outlined that in the marketing, advertising and public relations should be done lots of changes to become closer to people. The marketing should be more authentic, humanistic and to inform better. It should also contribute to the improvement of experience during the shopping to enhance the contentment.

Sometimes it is not necessary to be rich for being happy, because the happiness and consumption are different things.

The shopping very often develops a consuming culture in the people. The consumers are those who determine the market success of companies. The shopping is not always a selfish necessity. It is the way to make our lives and our relative lives better, outlined the lecturer. “We are surrounded by facts and truths that we can use to promote certain products and present them in the best and most interesting way. So one of the modern marketing tasks is to make the consumers choice more informed and the mechanism itself – more perfect and thus to make us a little bit happier. We can be happy when we have choice, having no choice is totalitarianism. The marketing objective is to contribute to the human happiness creating all kind of conveniences and experiences related to the shopping”, added the lecturer.