Approaches to Marketing Activities of Small And Medium-sized Enterprises with Closer Focus on Marketing Communication

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F29142890%3A_____%2F20%3A00037402" target="_blank" >RIV/29142890:_____/20:00037402 - isvavai.cz</a>

Alternative codes found

RIV/60076658:12510/19:43900764

Result on the web

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DOI - Digital Object Identifier

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Result language

čeština

Original language name

Approaches to Marketing Activities of Small And Medium-sized Enterprises with Closer Focus on Marketing Communication

Original language description

The research provides a broad overview of marketing activities used by entrepreneurs which fulfil the criteria set by small and medium-sized business (SMB) categorization.This paper provides a basic introduction to these activities, focusing on approaches towards sustainability and its principles applied in marketing communication. The target file contained businesses with more than ten employees with headquarters in the South Bohemia region. The research sample was based on stratified sampling, where strata comprised the number of employees and the form of business. The results show that marketing activities are predominantly profit-oriented, not primarily designed according to sustainable marketing principles. However, there are differences between those two categories as middle-sized enterprises incline to choose sustainable techniques more often. Also, the selection of used communication tools is different. For their limited budget small businesses often pay for sales promotion and online marketing. Middle-sized enterprises behave differently in using more expensive tools and techniques, such as advertising, event marketing, sponsoring and direct marketing.

Czech name

Approaches to Marketing Activities of Small And Medium-sized Enterprises with Closer Focus on Marketing Communication

Czech description

The research provides a broad overview of marketing activities used by entrepreneurs which fulfil the criteria set by small and medium-sized business (SMB) categorization.This paper provides a basic introduction to these activities, focusing on approaches towards sustainability and its principles applied in marketing communication. The target file contained businesses with more than ten employees with headquarters in the South Bohemia region. The research sample was based on stratified sampling, where strata comprised the number of employees and the form of business. The results show that marketing activities are predominantly profit-oriented, not primarily designed according to sustainable marketing principles. However, there are differences between those two categories as middle-sized enterprises incline to choose sustainable techniques more often. Also, the selection of used communication tools is different. For their limited budget small businesses often pay for sales promotion and online marketing. Middle-sized enterprises behave differently in using more expensive tools and techniques, such as advertising, event marketing, sponsoring and direct marketing.

Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50800 - Media and communications

Project

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Continuities

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Publication year

2020

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

Proceedings of the 13th International Scientific Conference INPROFORUM

ISBN

978-80-7394-776-7

ISSN

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e-ISSN

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Number of pages

6

Pages from-to

66-71

Publisher name

Faculty of Economics, University of South Bohemia in České Budějovice

Place of publication

České Budějovice

Event location

České Budějovice

Event date

Jan 1, 2019

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

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