MATUŠÍNSKÁ, Kateřina and Michal STOKLASA. The State of Strategic Marketing Application in Czech Small and Medium-Sized Enterprises. Scientific Annals of Economics and Business. 2019, vol. 66, No 2, p. 193-212. ISSN 2501-1960. Available from: https://dx.doi.org/10.2478/saeb-2019-00122019-0012.
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Basic information
Original name The State of Strategic Marketing Application in Czech Small and Medium-Sized Enterprises
Authors MATUŠÍNSKÁ, Kateřina (203 Czech Republic, guarantor, belonging to the institution) and Michal STOKLASA (203 Czech Republic, belonging to the institution).
Edition Scientific Annals of Economics and Business, 2019, 2501-1960.
Other information
Original language English
Type of outcome Article in a journal
Field of Study 50204 Business and management
Country of publisher Romania
Confidentiality degree is not subject to a state or trade secret
WWW URL
RIV identification code RIV/47813059:19520/19:A0000031
Organization unit School of Business Administration in Karvina
Doi http://dx.doi.org/10.2478/saeb-2019-00122019-0012
Keywords in English small and medium-sized enterprises; strategic marketing; strategy; marketing research
Tags International impact, Reviewed
Changed by Changed by: Miroslava Snopková, učo 43819. Changed: 7/5/2020 12:20.
Abstract
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.
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