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Examination of Differences in Using Marketing Tools in the Management of SMEs in the Visegrád Group Countries

Author

Listed:
  • Jaroslav Belas

    (Tomas Bata University in Zlin, Zlin, Czech Republic)

  • Beata Gavurova

    (Technical University of Kosice, Kosice, Slovak Republic)

  • Lenka Novotna

    (Institute of Technology and Business in Ceske Budejovice, Ceske Budejovice, Czech Republic)

  • Lubos Smrcka

    (Prague University of Economics and Business, Prague, Czech Republic)

Abstract

The main aim of the study is to examine the differences in the use of the marketing tools in the management of small and medium-sized enterprises in the Visegrád Group (V4) countries. The research was carried out via questionnaires, which were distributed to small and medium-sized firms in 2020. We obtained 1585 observations, which comprised the answers of business owners and managers. Binary logistic regression was used to process the data. Currently, firms rarely use the classic tools of the marketing mix. These tools are used to a minimal extent in construction and services. Proactive tools of the marketing mix are mostly used in transportation and retailing, and the least in manufacturing, construction, tourism, and other areas of business. Online marketing tools are mostly used in retailing, tourism, and services, and are less used in agriculture, construction, and transportation. The analysis results confirmed the differences in using the marketing mix tools depending on the age of the firm, the age of managers vs. entrepreneurs, and gender. The study results provide valuable information for creators of marketing conceptions, and for creators of regional and national development strategies. Similarly, these results encourage the creation of new marketing concepts and methodologies to evaluate their economic effects on firms and society.

Suggested Citation

  • Jaroslav Belas & Beata Gavurova & Lenka Novotna & Lubos Smrcka, 2022. "Examination of Differences in Using Marketing Tools in the Management of SMEs in the Visegrád Group Countries," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 24(60), pages 447-447, April.
    • Handle: RePEc:aes:amfeco:v:24:y:2022:i:60:p:447
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    References listed on IDEAS

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    1. Lucia Ferencakova & Krzysztof Gajdka & Vaclav Netek & Pavel Kapoun, 2020. "Engaging Customers On Facebook Coffee Shops' Brand-Fan Pages," International Journal of Entrepreneurial Knowledge, Center for International Scientific Research of VSO and VSPP, vol. 8(1), pages 65-75, June.
    2. Vinod Kumar & Zillur Rahman & A. A. Kazmi, 2016. "Stakeholder identification and classification: a sustainability marketing perspective," Management Research Review, Emerald Group Publishing Limited, vol. 39(1), pages 35-61, January.
    3. Abdul Rahim, H & Ab. Wahab, K & Saad, A, 2015. "The Shift from Traditional Marketing to Entrepreneurial Marketing Practices: A Literature Review," Business and Management Studies, Redfame publishing, vol. 1(2), pages 134-139, September.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    marketing mix; classic marketing tools; sustainable marketing; business strategies; business sustainability; business environment.;
    All these keywords.

    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • L19 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Other
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship

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