WHERE TO INVEST IN ONLINE MARKETING EDUCATION IN MICRO AND SMALL ENTERPRISES
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F20%3A84741" target="_blank" >RIV/60460709:41110/20:84741 - isvavai.cz</a>
Result on the web
<a href="https://erie.v2.czu.cz/dl/87298?lang=en" target="_blank" >https://erie.v2.czu.cz/dl/87298?lang=en</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
WHERE TO INVEST IN ONLINE MARKETING EDUCATION IN MICRO AND SMALL ENTERPRISES
Original language description
The aim of this paper is to identify the educational needs of small and medium enterprises SMEs in the field of online marketing. This paper extends a local Czech study via international research Bulgaria, Finland, Hungary, Italy. Primary data was gathered using an electronic questionnaire n = 376 focused on the enterprise side and semi-structured interviews n = 18 with online marketing agencies. Based on a comparison of questionnaire survey results and semi-structured interviews the main problem areas in the effective use of the online marketing tools were identified complexity of the individual tools lack of human resources, time and finance, bad previous experience lack of knowledge and competencies. The research results indicate the definition of recommendations for micro and small enterprises - the main emphasis should be given to create a course that will create specialists for communication with online marketing agencies with the general knowledge of each online marketing tool.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2020
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 17th International Conference Efficiency and Responsibility in Education 2020
ISBN
978-80-213-3022-1
ISSN
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e-ISSN
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Number of pages
8
Pages from-to
46-53
Publisher name
Czech University of Life Sciences Prague Kamýcká 129, Prague 6, Czech Republic
Place of publication
Praha
Event location
Praha
Event date
Jun 4, 2020
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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