Using Selected Attributes of Marketing Communications Management within SMEs in Slovakia

DOI

10.2991/emt-19.2019.33How to use a DOI?

Keywords

marketing communications, customer databases, CRM, SMEs

Abstract

The aim of the article is to present the results of research on the current state of the art in the use of customer databases, CRM system and management of marketing communication through selected principles - ethical codes, socially responsible enlargement, integrated marketing communication and holistic marketing of SMEs operating in Slovakia according to company size. Research took place at 2017 and 2018, conducted through a questionnaire survey on a sample of 1009 SMEs in Slovakia. The data is processed using basic descriptive statistics. The detection of dependencies on the size of the enterprise in the application of the researched marketing communication attributes is tested through the Analysis of Variance - ANOVA. The presented conclusions provide an overview of the use of progressive approaches and principles of marketing communications management in SMEs in Slovakia and their comparison in terms of enterprise size.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Lenka Ližbetinová
AU  - Dagmar Weberová
AU  - Peter Štarchoň
AU  - Kamila Tišlerová
PY  - 2019/05
DA  - 2019/05
TI  - Using Selected Attributes of Marketing Communications Management within SMEs in Slovakia
BT  - Proceedings of the International Conference on Economics, Management and Technology in Enterprises 2019 (EMT 2019)
PB  - Atlantis Press
SP  - 178
EP  - 182
SN  - 2352-5428
UR  - https://doi.org/10.2991/emt-19.2019.33
DO  - 10.2991/emt-19.2019.33
ID  - Ližbetinová2019/05
ER  -