Approaches to Marketing Activities of Small And Medium-sized Enterprises with Closer Focus on Marketing Communication

Kód výsledku v IS VaVaI

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Nalezeny alternativní kódy

RIV/60076658:12510/19:43900764

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

čeština

Název v původním jazyce

Approaches to Marketing Activities of Small And Medium-sized Enterprises with Closer Focus on Marketing Communication

Popis výsledku v původním jazyce

The 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.

Název v anglickém jazyce

Approaches to Marketing Activities of Small And Medium-sized Enterprises with Closer Focus on Marketing Communication

Popis výsledku anglicky

The 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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50800 - Media and communications

Projekt

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Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2020

Kód důvěrnosti údajů

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

Název statě ve sborníku

Proceedings of the 13th International Scientific Conference INPROFORUM

ISBN

978-80-7394-776-7

ISSN

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e-ISSN

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Počet stran výsledku

6

Strana od-do

66-71

Název nakladatele

Faculty of Economics, University of South Bohemia in České Budějovice

Místo vydání

České Budějovice

Místo konání akce

České Budějovice

Datum konání akce

1. 1. 2019

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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