Detail publikace

Realisation of marketing activities according to corporate size

MILICHOVSKÝ, F.

Originální název

Realisation of marketing activities according to corporate size

Typ

článek ve sborníku ve WoS nebo Scopus

Jazyk

angličtina

Originální abstrakt

Realisation of marketing activities has become crucial in global markets. Their role is due defined corporate strategy and requirements of owners. Main aim of this paper is present correlation between positions of marketing activities realisator and corporate size. The author put the question, how are marketing activities pursued according to their size. There were made correspond analysis, performed by IBM SPSS 22 which includes the calculation of the singular values, inertia and quality display. Observed results help to obtain relevant answer on defined research question. For transparent representation of the structure of dependence and interpretation is used symmetric correspondence map. Such limitation of the paper is possible to signify focusing only on Czech industrial market.

Klíčová slova

marketing activities, corporate size, marketing effectiveness

Autoři

MILICHOVSKÝ, F.

Rok RIV

2015

Vydáno

27. 11. 2015

Nakladatel

Newton books, a.s.

Místo

Praha

ISBN

978-80-87325-06-3

Kniha

Proceedings of the 9th International Conference "European Entrepreneurship Forum 2015: Efrficiency in the Private and the Public Sector

Strany od

118

Strany do

126

Strany počet

9

BibTex

@inproceedings{BUT125910,
  author="František {Milichovský}",
  title="Realisation of marketing activities according to corporate size",
  booktitle="Proceedings of the 9th International Conference {"}European Entrepreneurship Forum 2015: Efrficiency in the Private and the Public Sector",
  year="2015",
  pages="118--126",
  publisher="Newton books, a.s.",
  address="Praha",
  isbn="978-80-87325-06-3"
}