 Marketing and Marketing Communication in SMEsDušan Pavlů European Research Studies Journal, 2013, vol. XVI, issue 4, 113-126 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. Keywords: Marketing Research; Marketing Analysis; Marketing Communication; Customer Preferences (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ers:journl:v:xvi:y:2013:i:4:p:113-126 Access Statistics for this article More articles in European Research Studies Journal from European Research Studies Journal |
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