Elaboration of the Marketing Communication of the Middle-Sized Company

Husárová, Patrícia; Benďáková, Viktória; Čeryová, Dominika

doi:10.2478/vjbsd-2022-0003

Abstract

The main goal of this paper is elaboration of the current marketing strategy of the middle-sized company in Slovakia producing and selling animal products focusing mainly on the online marketing communication as a crucial part of overall marketing communication of the company. For the purpose of this research are used data from the questionnaire survey that took part in the February of 2021 by almost 500 respondents. Results of this questionnaire survey are statistically evaluated, so that we are able to answer our research questions. The output of this paper is evaluation of the importance of social media of the selected company, along with understanding the views of customers. In the conclusion of this paper, we propose some changes to improve the marketing communication of the company.

References

ABRI, D. Al. – VALAEE, S. 2020. Diversified viral marketing: The power of sharing over multiple online social networks. In Knowledge-Based Systems [online], vol. 193, 2020 [cit. 2021-01-13]. ISSN 0950-7051. Retrieved from: http://www.sciencedirect.com/science/article/pii/S0950705119306574
Search in Google Scholar Back to article
CHASTON, I. 2012. Strategy for Sustainable Competitive Advantage: Surviving Declining De-mand and China‘s Global Development. New York : Routledge, 2012. 304 p. ISBN 978-04-155-2274-810.4324/9780203121122
Search in Google Scholar Back to article
DOHERTY, J. 2015. Online Marketing for Small Businesses in easy steps: Includes Social Network Marketing. Leamington Spa : In Easy Steps Limited, 2015. 264 p. ISBN 978-18-407-8628-6
Search in Google Scholar Back to article
EGAN, J. 2019. Marketing communications. Thousand Oaks : SAGE, 2015. 416 p. ISBN 978-14-462-5903-0
Search in Google Scholar Back to article
GUPTA, G. – MILLER, M. K. – DARDA, M. 2016. The key to successful online marketing for an orthodontic practice: Mastering the plan. In Seminars in orthodontics [online]. vol. 22, 2016, no. 4 [cit. 2021-01-13]. pp. 313–321. ISSN 1073-8746. Retrieved from: http://www.sciencedirect.com/science/article/pii/S107387461630054810.1053/j.sodo.2016.08.013
Search in Google Scholar Back to article
HUNT, S. D. 2010. Marketing theory: foundations, controversy, strategy and resource-advantage theory. New York : Routledge, 2010. 512 p. ISBN 978-07-656-2363-8
Search in Google Scholar Back to article
KERZNER, H. 2019. Innovation project management – Methods, case studies and tools for manag-ing innovation projects [online]. New Jersey : John Wiley & Sons, 2019 [cit. 2021-01-05]. 555 p. ISBN 978-15-231-2828-0. Retrieved from: https://app.knovel.com/hotlink/toc/id:kpIPMMCST2/innovation-project-management/innovation-project-management
Search in Google Scholar Back to article
LESÁKOVÁ, D. 2014. Strategický marketing. Bratislava : Sprint 2, 2014. 348 p. ISBN 978-80-897-1007-2
Search in Google Scholar Back to article
MARIN, L. – LINDGREEN, A. 2017. Marketing and corporate social responsibility and agenda for future research. In Spanish Journal of Marketing – ESIC [online]. vol. 21, 2017, no. 1 [cit. 2021-08-11]. pp. 1–3. ISSN 2444-9695. Retrieved from: https://doi.org/10.1016/j.sjme.2017.06.001>
Search in Google Scholar Back to article
MARKOWITCH, D. G. – HUANG, D. – YE, P. 2020. Marketing intensity and firm performance: Contrasting the insights based on actual marketing expenditure and its SG&A proxy. In Journal of business research [online]. vol. 118, 2020 [cit. 2021-01-12]. pp. 223–239. ISSN 0148-2963. Retrieved from: https://www.sciencedirect.com/science/article/pii/S014829632030407010.1016/j.jbusres.2020.06.032
Search in Google Scholar Back to article
PŘIKRYLOVÁ, J. et al. 2019. Moderní marketingová komunikace. Praha : Grada, 2019. 344 p. ISBN 978-80-271-0787-2
Search in Google Scholar Back to article
SACLEMENTE-TELEZ, J. C. 2017. Marketing and Corporate Social Responsibility (CSR). Moving between broadening the concept of marketing and social factors as a marketing strategy. In Spanish Journal of Marketing – ESIC [online]. vol. 21, 2017, no. 1 [cit. 2021-01-13]. pp. 4–25. ISSN 2444-9695. Retrieved from: https://www.sciencedirect.com/science/article/pii/S244496951730048310.1016/j.sjme.2017.05.001
Search in Google Scholar Back to article
STEWART, D. – SAREN, M. 2014. The Marketing Pathfinder: Key Concepts and Cases for Marketing Strategy and Decision Making. New Jersey : Wiley, 2014. 280 p. ISBN 978-11-199-6176-5
Search in Google Scholar Back to article
TAGG, S. – STEVENSON, A. – VESCOVI, T. 2013. New developments in online marketing. New York : Routledge, 2013. p. 210. ISBN 978-04-156-2887-7
Search in Google Scholar Back to article
VILLANI, I. 2018. Transform customer experience: How to achieve customer success and create exceptional CX. New Jersey : John Wiley & Sons, 2018. 288 p. ISBN 978-07-303-6836-6
Search in Google Scholar Back to article

Elaboration of the Marketing Communication of the Middle-Sized Company

Abstract

Paradigm

My account