The State of Strategic Marketing Application in Czech Small and Medium-Sized Enterprises
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F19%3AA0000031" target="_blank" >RIV/47813059:19520/19:A0000031 - isvavai.cz</a>
Result on the web
<a href="http://saeb.feaa.uaic.ro/index.php/saeb/article/view/400/132" target="_blank" >http://saeb.feaa.uaic.ro/index.php/saeb/article/view/400/132</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.2478/saeb-2019-00122019-0012" target="_blank" >10.2478/saeb-2019-00122019-0012</a>
Alternative languages
Result language
angličtina
Original language name
The State of Strategic Marketing Application in Czech Small and Medium-Sized Enterprises
Original language description
The article deals with the issue of using strategic marketing in the business of small and medium-sized enterprises. The main objective of this paper is to theoretically define the principles of strategic marketing and then practically analyse the level of strategic marketing use as a tool of business management in selected Czech small and medium-sized enterprises. In order to fulfil the research plan, secondary and primary research was carried out. The theoretical part defines the basic problem areas such as various approaches to strategic marketing defining and strategic management process versus strategic marketing process. In the practical part, 335 companies are analysed, the results are commented and hypotheses evaluated. The most important findings are generally low rate of utilization of strategic marketing management tools and the utilization of these tools is dependent on company size, with micro companies being the worst and medium companies the best.
Czech name
—
Czech description
—
Classification
Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
—
OECD FORD branch
50204 - Business and management
Result continuities
Project
—
Continuities
O - Projekt operacniho programu
Others
Publication year
2019
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Scientific Annals of Economics and Business
ISSN
2501-1960
e-ISSN
2501-3165
Volume of the periodical
66
Issue of the periodical within the volume
2
Country of publishing house
RO - ROMANIA
Number of pages
20
Pages from-to
193-212
UT code for WoS article
—
EID of the result in the Scopus database
2-s2.0-85068250895