Application of cluster analysis in marketing communications in small and medium-sized enterprises: An empirical study in the Slovak Republic

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F75081431%3A_____%2F19%3A00001458" target="_blank" >RIV/75081431:_____/19:00001458 - isvavai.cz</a>

Alternative codes found

RIV/00216275:25510/19:39915619 RIV/70883521:28130/19:63523523

Result on the web

<a href="https://www.mdpi.com/2071-1050/11/8/2302/htm" target="_blank" >https://www.mdpi.com/2071-1050/11/8/2302/htm</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.3390/su11082302" target="_blank" >10.3390/su11082302</a>

Result language

angličtina

Original language name

Application of cluster analysis in marketing communications in small and medium-sized enterprises: An empirical study in the Slovak Republic

Original language description

Creating an effective marketing strategy according to current trends is a key process needed to achieve sustainable growth that can result in attracting a great number of existing as well as potential customers. Moreover, an enterprise's success is affected by the aforementioned process. The aim of the paper is to determine the clusters of small and medium-sized enterprises operating in the Slovak Republic and the use of marketing communication tools in the future. The research into marketing communications and customer relationship management (CRM) building in companies was carried out in Slovakia in the years 2017 and 2018. In total, 1,009 small and medium-sized enterprises from Slovakia participated in the research. Following a K-means clustering algorithm, three clusters were determined. Descriptive statistics, cluster analysis using K-means clustering, and an analysis of variance (ANOVA) were used to identify no statistically significant difference in terms of the size of enterprises.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

50200 - Economics and Business

Project

Result was created during the realization of more than one project. More information in the Projects tab.

Continuities

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)<br>S - Specificky vyzkum na vysokych skolach

Publication year

2019

Confidentiality

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

Name of the periodical

Sustainability

ISSN

2071-1050

e-ISSN

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Volume of the periodical

11

Issue of the periodical within the volume

8

Country of publishing house

CH - SWITZERLAND

Number of pages

18

Pages from-to

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UT code for WoS article

000467752200115

EID of the result in the Scopus database

2-s2.0-85066298340