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Approaches to marketing activities of small and medium-sized enterprises with closer focus on marketing communication

The result's identifiers

  • Result code in IS VaVaI

    <a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12510%2F19%3A43900764" target="_blank" >RIV/60076658:12510/19:43900764 - isvavai.cz</a>

  • Alternative codes found

    RIV/29142890:_____/20:00037402

  • Result on the web

    <a href="http://ocs.ef.jcu.cz/files/site/INPROFORUM2020.pdf" target="_blank" >http://ocs.ef.jcu.cz/files/site/INPROFORUM2020.pdf</a>

  • DOI - Digital Object Identifier

Alternative languages

  • Result language

    angličtina

  • Original language name

    Approaches to marketing activities of small and medium-sized enterprises with closer focus on marketing communication

  • Original language description

    Our 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

  • Czech description

Classification

  • Type

    D - Article in proceedings

  • CEP classification

  • OECD FORD branch

    50204 - Business and management

Result continuities

  • Project

  • Continuities

    I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Others

  • Publication year

    2019

  • Confidentiality

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

Data specific for result type

  • Article name in the collection

    Proceedings of the 13th International Scientific Conference INPROFORUM: 100 Years of the Koruna

  • ISBN

    978-80-7394-776-7

  • ISSN

  • e-ISSN

  • 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

    Nov 7, 2019

  • Type of event by nationality

    WRD - Celosvětová akce

  • UT code for WoS article