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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, 2013, Vol. XVI, č.~4, s.~113-126. ISSN~1108-2976.
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