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Application of Cluster Analysis in Marketing Communications in Small and Medium-Sized Enterprises: An Empirical Study in the Slovak Republic

Author

Listed:
  • Lenka Ližbetinová

    (Faculty of Corporate Strategy, The Institute of Technology and Business in Ceske Budejovice, 370 01 Ceske Budejovice, Czech Republic)

  • Peter Štarchoň

    (Faculty of Multimedia Communications, Tomas Bata University in Zlín, 760 01 Zlín, Czech Republic)

  • Silvia Lorincová

    (Faculty of Wood Sciences and Technology, Technical University in Zvolen, 960 01 Zvolen, Slovakia)

  • Dagmar Weberová

    (Faculty of Multimedia Communications, Tomas Bata University in Zlín, 760 01 Zlín, Czech Republic)

  • Petr Průša

    (Jan Perner Transport Faculty, University of Pardubice, 532 10 Pardubice, Czech Republic)

Abstract

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.

Suggested Citation

  • Lenka Ližbetinová & Peter Štarchoň & Silvia Lorincová & Dagmar Weberová & Petr Průša, 2019. "Application of Cluster Analysis in Marketing Communications in Small and Medium-Sized Enterprises: An Empirical Study in the Slovak Republic," Sustainability, MDPI, vol. 11(8), pages 1-18, April.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:8:p:2302-:d:223528
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