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%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
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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
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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
2019
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: 100 Years of the Koruna
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
Nov 7, 2019
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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