Marketing Communication Mix Differences on B2B and B2C Markets

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F14%3A%230002633" target="_blank" >RIV/47813059:19520/14:#0002633 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Marketing Communication Mix Differences on B2B and B2C Markets
Original language description
This paper deals with marketing communication in business practice of small and medium-sized enterprises (SMEs) with regard to the business-to-business (B2B) and business-to-customer (B2C) differences. Presented research was focused on the SMEs from Moravian-Silesia region. For purpose of collecting data, 187 enterprises filled a questionnaire. The statistics used in this research included frequency, percentage, and chi-square test. The data was analysed by Statistical Package for the Social Sciences software. The research analysis disclosed that there is space for improvement in use of marketing communication tools among the sampled companies.
Czech name
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Czech description
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Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2014
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
10th International Bata Conference for Ph.D. Students and Young Researchers
ISBN
978-80-7454-339-5
ISSN
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e-ISSN
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Number of pages
7
Pages from-to
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Publisher name
Tomáš Baťa University in Zlín
Place of publication
Zlín
Event location
Zlín
Event date
Apr 24, 2014
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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