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

Iveta Korobaničová
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Iveta Korobaničová: Technical University of Kosice

Eszak-magyarorszagi Strategiai Fuzetek, 2013, vol. 10, issue 2, 82-89

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.

Keywords: small and medium enterprises; marketing principles; marketing communication; consumer’s behaviour (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2013
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