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Title: Marketing management and marketing controlling of SMEs
Authors: Havlicek, Karel
Keywords: Marketing -- Management
Small business marketing
Small business -- Management
Marketing research
Issue Date: 2011
Publisher: University of Piraeus. International Strategic Management Association
Citation: Havlicek, K. (2011). Marketing management and marketing controlling of SMEs. European Research Studies Journal, 14(4), 39-54.
Abstract: The article gives information about the marketing management conception based on the M-C model resulting from a marketing research and marketing plan as key activities that are necessary for setting company goals, and from strategic and operative marketing controlling that is based on comparison and evaluation of deviations from the set goals and on proposal of measures in the form of risk management.
Appears in Collections:European Research Studies Journal, Volume 14, Issue 4

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