The State of Strategic Marketing Application in Czech Small and Medium-Sized Enterprises
Identifikátory výsledku
Kód výsledku v IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F19%3AA0000031" target="_blank" >RIV/47813059:19520/19:A0000031 - isvavai.cz</a>
Výsledek na webu
<a href="http://saeb.feaa.uaic.ro/index.php/saeb/article/view/400/132" target="_blank" >http://saeb.feaa.uaic.ro/index.php/saeb/article/view/400/132</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.2478/saeb-2019-00122019-0012" target="_blank" >10.2478/saeb-2019-00122019-0012</a>
Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
The State of Strategic Marketing Application in Czech Small and Medium-Sized Enterprises
Popis výsledku v původním jazyce
The article deals with the issue of using strategic marketing in the business of small and medium-sized enterprises. The main objective of this paper is to theoretically define the principles of strategic marketing and then practically analyse the level of strategic marketing use as a tool of business management in selected Czech small and medium-sized enterprises. In order to fulfil the research plan, secondary and primary research was carried out. The theoretical part defines the basic problem areas such as various approaches to strategic marketing defining and strategic management process versus strategic marketing process. In the practical part, 335 companies are analysed, the results are commented and hypotheses evaluated. The most important findings are generally low rate of utilization of strategic marketing management tools and the utilization of these tools is dependent on company size, with micro companies being the worst and medium companies the best.
Název v anglickém jazyce
The State of Strategic Marketing Application in Czech Small and Medium-Sized Enterprises
Popis výsledku anglicky
The article deals with the issue of using strategic marketing in the business of small and medium-sized enterprises. The main objective of this paper is to theoretically define the principles of strategic marketing and then practically analyse the level of strategic marketing use as a tool of business management in selected Czech small and medium-sized enterprises. In order to fulfil the research plan, secondary and primary research was carried out. The theoretical part defines the basic problem areas such as various approaches to strategic marketing defining and strategic management process versus strategic marketing process. In the practical part, 335 companies are analysed, the results are commented and hypotheses evaluated. The most important findings are generally low rate of utilization of strategic marketing management tools and the utilization of these tools is dependent on company size, with micro companies being the worst and medium companies the best.
Klasifikace
Druh
J<sub>SC</sub> - Článek v periodiku v databázi SCOPUS
CEP obor
—
OECD FORD obor
50204 - Business and management
Návaznosti výsledku
Projekt
—
Návaznosti
O - Projekt operacniho programu
Ostatní
Rok uplatnění
2019
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
Název periodika
Scientific Annals of Economics and Business
ISSN
2501-1960
e-ISSN
2501-3165
Svazek periodika
66
Číslo periodika v rámci svazku
2
Stát vydavatele periodika
RO - Rumunsko
Počet stran výsledku
20
Strana od-do
193-212
Kód UT WoS článku
—
EID výsledku v databázi Scopus
2-s2.0-85068250895