Magyar kisvállalkozások marketingtervezési gyakorlata = Practices of marketingplanning of Hungarian small businessies

Katona, Ferenc: Magyar kisvállalkozások marketingtervezési gyakorlata = Practices of marketingplanning of Hungarian small businessies. Taylor : gazdálkodás- és szervezéstudományi folyóirat, (7) 1-2. pp. 169-176. (2015)

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Abstract

Rapidly changing economic factors, frequently emerging crisis situations pose several challenges that small businesses and their leaders have to face every day. In many cases, increasing cost efficiency cannot be an adequate solution, since in this regard the possibilities of small businesses are much more limited compared to large enterprises. In terms of pricing strategy, SME’s potential is far less significant as well. In my opinion, the solution lies within the improvement of methods used by small businesses, in respect of a field that enjoys little popularity among the SME sector. Utilization of controlling toolkit in corporate marketing activity is not prevalent as of today, especially concerning small businesses. In my study, I analyse this particular toolkit in details, focusing on the planning function, attempting to reveal the importance of the controlling toolkit.

Item Type: Article
Journal or Publication Title: Taylor : gazdálkodás- és szervezéstudományi folyóirat
Date: 2015
Volume: 7
Number: 1-2
Page Range: pp. 169-176
ISSN: 2062-1396
Language: magyar
Uncontrolled Keywords: Marketing vállalati, Stratégiai tervezés
Additional Information: Bibliogr.: 176. p.
Date Deposited: 2016. Oct. 17. 10:36
Last Modified: 2018. Jun. 26. 13:25
URI: http://acta.bibl.u-szeged.hu/id/eprint/36156

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