Assessment of the economic need for efficient customer communication for small and medium-sized enterprises

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12510%2F19%3A43903715" target="_blank" >RIV/60076658:12510/19:43903715 - isvavai.cz</a>

Result on the web

<a href="https://www.webofscience.com/wos/woscc/full-record/WOS:000556337404009" target="_blank" >https://www.webofscience.com/wos/woscc/full-record/WOS:000556337404009</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Assessment of the economic need for efficient customer communication for small and medium-sized enterprises

Original language description

The economic and social environment in which companies operate today is increasingly characterized by complexity, dynamism and ultimately, competition. The reason for this is globalisation, the consequences of which lead to increasing competitive pressure. SMEs run the risk of being forced out of the market. These companies are thus faced with the challenge of increasing their competitiveness. Marketing communication is particularly important in this context. Only if the right approach to demanders is successful can necessary sales targets be achieved. The number of available communication channels has risen continuously in recent years. The rising is ensured by technical progress. The personnel and financial resources for communication have not increased to the same extent at SMEs. SMEs are thus faced with the challenge of implementing a communications mix with limited resources. The more efficiently existing resources are used, the more positively this affects the competitiveness of the SMEs.At present numerous concepts for the production of a marketing mix exist. These focus, however on national or international markets. The present research work shows that SMEs with a regionally limited business area should use an individual marketing mix. If it is possible to optimally adapt this to the regional characteristics of the target group, a valuable competitive advantage can be realised. This results from the fact that a product or a service of the same kind can be offered more economically to the competition - since the communication costs represent an important part of the price calculation.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50204 - Business and management

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

34th International-Business-Information-Management-Association (IBIMA) Conference

ISBN

978-0-9998551-3-3

ISSN

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e-ISSN

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Number of pages

19

Pages from-to

2682-2700

Publisher name

INT BUSINESS INFORMATION MANAGEMENT ASSOC-IBIMA

Place of publication

NO. 327, NORRISTOWN, PA 19401 USA

Event location

Madrid- Spain

Event date

Nov 13, 2019

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

000556337404009