文章基本信息

标题：Marketing activities of small businesses in Croatia: The case of Splitsko-Dalmatinska county
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作者：Dragnić, Daša
期刊名称：Management - Journal of Contemporary Management Issues
印刷版ISSN：1331-0194
电子版ISSN：1846-3363
出版年度：2009
卷号：14
期号：1
页码：39-58
出版社：University of Split, Faculty of Economics
摘要：Due to their relevance and specific features, small and medium businesses are becoming the subject of scientific studies, with the objective of adapting the economic theory and creating applicable models and tools, in order to improve their business efficiency. One of the relevant marketing research fields is the implementation of marketing activities, which is, in this exploratory research, analyzed in a sample of small businesses in Splitsko-Dalmatinska county. The objective is to bridge the gap between the understanding of small and medium business marketing in large and established market economies, versus those small and transitional economies. Results of the study indicate that there are no significant differences in marketing activities of the analyzed enterprises, when compared to small businesses worldwide.
关键词：SMEs; marketing activities; Croatia