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Subject: marketing research
Subject: small enterprises
Subject: marketing information

Year: 2018

Type: Journal Article

Title: APPLICATION OF MARKETING RESEARCH IN SMALL ENTERPRISES IN THE REPUBLIC OF MACEDONIA

Author: Petkovska Mirchevska, Tatjana
Author: Janevski, Zoran
Author: Takovska, Marija
Author: Majovski, Irina

Abstract: Marketing is a universal concept of the operation of enterprises regardless of their size. However, small enterprises in terms of their size and market ﬂexibility have a number of characteristics in relation to large enterprises, which are also reﬂected upon the application of marketing and marketing research. In order to achieve sustainable growth and a competitive position, small enterprises need to be oriented towards the research of the environment in order to identify market positioning approaches and strategies based on consumers needs and requirements. This paper presents a theoretical and empirical review of the application of marketing research in small enterprises in the Republic of Macedonia. The empirical research has identified main drawbacks in the implementation of this concept that arise from Macedonian context. dentification of the main drawbacks can be a direction for proper application and use of marketing research information in the marketing decision-making process in small enterprises in the country.

Publisher: Institute of Economics – Skopje

Relation: Economic Development, Year. 20 No. 1-2/ 2018, pp.59-72

Identifier: oai:repository.ukim.mk:20.500.12188/9427
Identifier: 1857-7741 (online)
Identifier: http://hdl.handle.net/20.500.12188/9427

Title	Date	Views
APPLICATION OF MARKETING RESEARCH IN SMALL ENTERPRISES IN THE REPUBLIC OF MACEDONIA	2018	24