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@article{3949,
author = {Pavlů, Dušan},
article_location = {Greece},
article_number = {4},
keywords = {Customer preferences; Marketing analysis; Marketing communication; Marketing research},
language = {eng},
issn = {1108-2976},
journal = {European Research Studies Journal},
note = {AR 2016/2017 - odesláno do RIV. (duben 2017)},
title = {Marketing and Marketing Communication in SMEs},
volume = {Vol. XVI},
year = {2013}
}
TY - JOUR
ID - 3949
AU - Pavlů, Dušan
PY - 2013
TI - Marketing and Marketing Communication in SMEs
JF - European Research Studies Journal
VL - Vol. XVI
IS - 4
SP - 113-126
EP - 113-126
PB - University of Piraeus
SN - 11082976
N1 - AR 2016/2017 - odesláno do RIV. (duben 2017)
KW - Customer preferences
KW - Marketing analysis
KW - Marketing communication
KW - Marketing research
N2 - This paper reveals the main findings of two research studies carried out in cooperation with the University of Finance and Administration in Prague within the realization of research projects focused on the needs of businesses. The research in small-and medium-sized enterprises was looking into the application of decisive market competencies and the removal of possible contradictions in small-and medium-sized enterprises: it explored the key marketing activities in the companies with independent marketing units and in the companies where the marketing functions are managed by other business units. The research was aiming to find differences in the intensity and scope of marketing activities in these two tested segments and major obstacles to the application of marketing principles in everyday commercial life of businesses, the values of competitive advantages, etc. The analysis of the size and structure of marketing communication agencies in the Czech Republic identifies the key requirements of marketing communication practice on the system and on the structure of university preparation for marketing communication professionals.
ER -
PAVLŮ, Dušan. Marketing and Marketing Communication in SMEs. \textit{European Research Studies Journal}. Greece: University of Piraeus, Vol. XVI, č.~4, s.~113-126. ISSN~1108-2976. 2013.
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