Nina Hočevar (Author), Damijan Mumel (Author)

Abstract

Članek obravnava povezavo med številom aktivnosti marketinškega komuniciranja, ki jih podjetje izvaja in poslovno uspešnostjo malih podjetij. Osnovni vprašanji sta: (a) ali je podjetje, ki uporablja več različnih marketinških aktivnosti uspešnejše in (b) ali obstaja zveza med posameznimi kazalniki poslovne uspešnosti podjetja in številom aktivnosti marketinškega komuniciranja, ki jih podjetje izvaja. Raziskavo smo naredili na vzorcu slovenskih malih podjetij. Rezultati raziskave so pokazali, da ne obstaja korelacija med številom aktivnosti marketinškega komuniciranja in poslovno uspešnostjo podjetja ter, da je število aktivnosti marketinškega komuniciranja močno povezano s čistimi prihodki od prodaje in z zvestobo kupcev.

Keywords

marketing;trženje;tržno komuniciranje;komuniciranje;mala podjetja;tuji jeziki;uspešnost;podjetje;uspešnost poslovanja;kazalniki;Slovenija;

Data

Language: Slovenian
Year of publishing:
Typology: 1.01 - Original Scientific Article
Organization: UM EPF - Faculty of Economics and Business
Publisher: Društvo ekonomistov Maribor
UDC: 659.1:65.017.3
COBISS: 8558620 Link will open in a new window
ISSN: 0547-3101
Parent publication: Naše gospodarstvo
Views: 871
Downloads: 30
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Other data

Secondary language: English
Secondary title: Does the number of marketing communication activities used by a company correlate with business success?
Secondary abstract: This paper focuses on the correlation between marketing communication activities and business success of a company through: a) the correlation between the number of marketing communication activities that a company uses and its business success; and b) the correlation between the number of marketing communication activities a company uses and 13 variables of business success. We conducted research among small Slovenian companies that offer foreign language teaching. The results confirm a correlation between the number of marketing communication activities that a company uses and its business success, and we can further confirm that the number of marketing communication activities strongly correlates with net sales and customer loyalty.
URN: URN:NBN:SI
Type (COBISS): Not categorized
Pages: str. 59-64
Volume: ǂLetn. ǂ52
Issue: ǂšt. ǂ1/2
Chronology: 2006
ID: 1740859