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Marketing in Small and Medium Enterprises - A case study in Slovakia

Author

Listed:
  • Iveta Korobaničová

    (Technical University of Kosice)

Abstract

The position of Small and Medium Enterprises (SMEs) in global environment is inevitable and extremely important because of their significant contribution to the economic development. In recent competitive market society, the application of marketing principles is one of the funda-mental preconditions of its success. Today, marketing must be understood as means of satisfying customer’s needs. The author tries to emphasize these aspects by analysing of customer’s behaviour in the Slovak Republic and by the process of implementing the marketing principles into the company policy.

Suggested Citation

  • Iveta Korobaničová, 2013. "Marketing in Small and Medium Enterprises - A case study in Slovakia," Eszak-magyarorszagi Strategiai Fuzetek, Faculty of Economics, University of Miskolc, vol. 10(2), pages 82-89.
    • Handle: RePEc:mic:esfjrn:v:10:y:2013:i:2:p:82-89
    as

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    References listed on IDEAS

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    More about this item

    Keywords

    small and medium enterprises; marketing principles; marketing communication; consumer’s behaviour;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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