The State of Strategic Marketing Application in Czech Small and Medium-Sized Enterprises

@article{32533,
   author = {Matušínská, Kateřina and Stoklasa, Michal},
   article_number = {2},
   doi = {http://dx.doi.org/10.2478/saeb-2019-00122019-0012},
   keywords = {small and medium-sized enterprises; strategic marketing; strategy; marketing research},
   language = {eng},
   issn = {2501-1960},
   journal = {Scientific Annals of Economics and Business},
   title = {The State of Strategic Marketing Application in Czech Small and Medium-Sized Enterprises},
   url = {http://saeb.feaa.uaic.ro/index.php/saeb/article/view/400/132},
   volume = {66},
   year = {2019}
}

TY  - JOUR
ID  - 32533
AU  - Matušínská, Kateřina - Stoklasa, Michal
PY  - 2019
TI  - The State of Strategic Marketing Application in Czech Small and Medium-Sized Enterprises
JF  - Scientific Annals of Economics and Business
VL  - 66
IS  - 2
SP  - 193-212
EP  - 193-212
SN  - 25011960
KW  - small and medium-sized enterprises
KW  - strategic marketing
KW  - strategy
KW  - marketing research
UR  - http://saeb.feaa.uaic.ro/index.php/saeb/article/view/400/132
L2  - http://saeb.feaa.uaic.ro/index.php/saeb/article/view/400/132
N2  - The article deals with the issue of using strategic marketing in the business of small and medium-sized enterprises. The main objective of this paper is to theoretically define the principles of strategic marketing and then practically analyse the level of strategic marketing use as a tool of business management in selected Czech small and medium-sized enterprises. In order to fulfil the research plan, secondary and primary research was carried out. The theoretical part defines the basic problem areas such as various approaches to strategic marketing defining and strategic management process versus strategic marketing process. In the practical part, 335 companies are analysed, the results are commented and hypotheses evaluated. The most important findings are generally low rate of utilization of strategic marketing management tools and the utilization of these tools is dependent on company size, with micro companies being the worst and medium companies the best.
ER  - 

MATUŠÍNSKÁ, Kateřina a Michal STOKLASA. The State of Strategic Marketing Application in Czech Small and Medium-Sized Enterprises. \textit{Scientific Annals of Economics and Business}. roč.~66, č.~2, s.~193-212. ISSN~2501-1960. doi:10.2478/saeb-2019-00122019-0012. 2019.