PAVLŮ, Dušan. Marketing and Marketing Communication in SMEs. European Research Studies Journal. Greece: University of Piraeus, Vol. XVI, No 4, p. 113-126. ISSN 1108-2976. 2013.
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Basic information
Original name Marketing and Marketing Communication in SMEs
Authors PAVLŮ, Dušan (203 Czech Republic, guarantor, belonging to the institution).
Edition European Research Studies Journal, Greece, University of Piraeus, 2013, 1108-2976.
Other information
Original language English
Type of outcome Article in a journal
Field of Study Literature, mass media, audio-visual activities
Country of publisher Greece
Confidentiality degree is not subject to a state or trade secret
RIV identification code RIV/04274644:_____/13:#0000011
Organization unit University of Finance and Administration
Keywords in English Customer preferences; Marketing analysis; Marketing communication; Marketing research
Tags AR 2012-2013, recenzovaný časopis, RIV_ne, SCOPUS
Tags International impact, Reviewed
Changed by Changed by: Ing. Dominika Moravcová, učo 21787. Changed: 24/3/2017 10:27.
Abstract
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.
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