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

Lenka Ližbetinová, Peter Štarchoň, Silvia Lorincová, Dagmar Weberová and Petr Průša
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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
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

Sustainability, 2019, vol. 11, issue 8, 1-18

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.

Keywords: SMEs; marketing communications; marketing communication tools; CRM; customer database; cluster analysis (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (11)

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