The Promotion Strategies and the Development of SMEs in the Republic of Macedonia

Nexhbi Veseli (), Veland Ramadani (), Teuta Veseli () and Selajdin Abduli ()
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Nexhbi Veseli: South East European University, Business and Economics Faculty, Tetovo, Macedonia
Veland Ramadani: South East European University, Business and Economics Faculty, Tetovo, Macedonia
Teuta Veseli: South East European University, Business and Economics Faculty, Tetovo, Macedonia
Selajdin Abduli: South East European University, Business and Economics Faculty, Tetovo, Macedonia

Chapter 2012-06 in European Entrepreneurship in the Globalizing Economy: Preparation of New Generation of Entrepreneurs and Business Leaders. Proceedings of the International Conference, 3 – 6 June 2012, Sozopol, Bulgaria, 2014, pp 136-160 from Bulgarian Association for Management Development and Entrepreneurship

Abstract: The purpose of this paper is to gain a better understanding of the meaning and implementation of promotion forms and strategies by small businesses in Republic of Macedonia. Taking into account the benefits of promotion strategies, through this paper we will try to inform SMEs owners and managers with modern communication forms and technologies while operating in the markets. In order to reach the purposes of this paper, a contemporary literature of this field was consulted and a structured questionnaire was distributed to 298 small businesses that operate in our country, in order to find out how they communicate with the market, how much they pay attention to the important forms of promotion and how much is invested in strategies of promotion. Based on this survey, we have managed to observe the real situation on which forms of promotion are mostly implemented in practice and how they affect the business success of companies.

Keywords: marketing; promotion; small businesses; purchase; consumer; strategies (search for similar items in EconPapers)
Date: 2014
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