Detail publikace

Systematic Review of New Trends of SMEs Marketing Strategy

ULČ, J. CHLEBOVSKÝ, V.

Originální název

Systematic Review of New Trends of SMEs Marketing Strategy

Typ

článek ve sborníku ve WoS nebo Scopus

Jazyk

angličtina

Originální abstrakt

The new market environment due to the Covid-19 pandemic is affecting the performance of global SMEs. It is necessary for them to adapt their marketing strategy to the situation in order to increase their competitiveness in the global market. Since the beginning of the pandemic, SMEs have had to react to these circumstances and, as a result, the number of secondary sources related to this topic has increased. Data is obtained based on research of secondary sources, which are systematically and critically reviewed and compared. The aim is to provide an overview of current trends and to identify potential areas for further research on SMEs' approach to marketing strategy and its transformation due to threats and opportunities arising from the external environment. The findings give us a direction for further research and shows potential critical areas for SMEs competitiveness in the global marketplace.

Klíčová slova

Marketing strategy, marketing trends, competitiveness, pandemic

Autoři

ULČ, J.; CHLEBOVSKÝ, V.

Vydáno

10. 12. 2021

Nakladatel

Vydavateľstvo EKONÓM, University of Economics in Bratislava

Místo

Bratislava, Slovak Republic

ISBN

978-80-225-4909-7

Kniha

Merkúr 2021 : Proceedings of the International Scientific Conference for PhD. Students and Young Scientists

Strany od

283

Strany do

292

Strany počet

10

URL

https://conferences.euba.sk/merkur/images/proceedings/merkur_2021.pdf

Plný text v Digitální knihovně

http://hdl.handle.net/11012/203567

BibTex

@inproceedings{BUT176385,
  author="Jakub {Ulč} and Vít {Chlebovský}",
  title="Systematic Review of New Trends of SMEs Marketing Strategy",
  booktitle="Merkúr 2021 : Proceedings of the International Scientific Conference for PhD. Students and Young Scientists",
  year="2021",
  pages="283--292",
  publisher="Vydavateľstvo EKONÓM, University of Economics in Bratislava",
  address="Bratislava, Slovak Republic",
  isbn="978-80-225-4909-7",
  url="https://conferences.euba.sk/merkur/images/proceedings/merkur_2021.pdf"
}