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

Kód výsledku v 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>

Nalezeny alternativní kódy

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

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50200 - Economics and Business

Projekt

Výsledek vznikl pri realizaci vícero projektů. Více informací v záložce Projekty.

Návaznosti

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

Rok uplatnění

2019

Kód důvěrnosti údajů

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

Název periodika

Sustainability

ISSN

2071-1050

e-ISSN

—

Svazek periodika

11

Číslo periodika v rámci svazku

8

Stát vydavatele periodika

CH - Švýcarská konfederace

Počet stran výsledku

18

Strana od-do

—

Kód UT WoS článku

000467752200115

EID výsledku v databázi Scopus

2-s2.0-85066298340