Please use this identifier to cite or link to this item:
Title: Marketing and marketing communication in SMEs
Authors: Pavlu, Dusan
Keywords: Small business -- Czech Republic
Marketing research -- Czech Republic
Small business marketing -- Czech Republic
Consumers' preferences -- Czech Republic
Issue Date: 2013
Publisher: University of Piraeus. International Strategic Management Association
Citation: Pavlu, D. (2013). Marketing and marketing communication in SMEs. European Research Studies Journal, 16(4), 113-126.
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 smalland 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.
Appears in Collections:European Research Studies Journal, Volume 16, Issue 4

Files in This Item:
File Description SizeFormat 
ERSJ,_16(4)_-_A9.pdf245.71 kBAdobe PDFView/Open

Items in OAR@UM are protected by copyright, with all rights reserved, unless otherwise indicated.