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Marketing and Marketing Communication in SMEs

Author

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  • DuÅ¡an Pavlů

Abstract

This paper reveals the main findings of two research studies carried out in cooperation with the University of Finance and Administration in Prague within the realization of research projects focused on the needs of businesses. The research in smalland medium- sized enterprises was looking into the application of decisive market competencies and the removal of possible contradictions in small- and medium-sized enterprises: it explored the key marketing activities in the companies with independent marketing units and in the companies where the marketing functions are managed by other business units. The research was aiming to find differences in the intensity and scope of marketing activities in these two tested segments and major obstacles to the application of marketing principles in everyday commercial life of businesses, the values of competitive advantages, etc. The analysis of the size and structure of marketing communication agencies in the Czech Republic identifies the key requirements of marketing communication practice on the system and on the structure of university preparation for marketing communication professionals.

Suggested Citation

  • DuÅ¡an Pavlů, 2013. "Marketing and Marketing Communication in SMEs," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 113-126.
    • Handle: RePEc:ers:journl:v:xvi:y:2013:i:4:p:113-126
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    File URL: http://www.ersj.eu/repec/ers/papers/13_4_p9.pdf
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    Citations

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    Cited by:

    1. Dariusz Tworzydlo & Slawomir Gawronski & Przemysław Szuba & Lukasz Bis, 2020. "The Condition of the Public Relations Industry in Poland: Current Situation and Threats Related to COVID-19," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 2), pages 713-732.
    2. Slawomir Gawronski & Kinga Bajorek & Dariusz Tworzydlo & Anna Karwacka, 2021. "Communication Management within Community Relations by Local Governments in Poland," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 395-409.

    More about this item

    Keywords

    Marketing Research; Marketing Analysis; Marketing Communication; Customer Preferences;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification

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