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    NázovImportance and function of marketing analysis of competition as a support of managerial decision-making process within competing environment
    Aut.údajeLucia Bartková, Mária Pomffyová
    Autor Bartková Lucia 1983- (70%) UMBEF09 - Inštitút manažérskych systémov (detašované pracovisko Poprad)
    Spoluautori Pomffyová Mária 1963- (30%) UMBEF09 - Inštitút manažérskych systémov (detašované pracovisko Poprad)
    Zdroj.dok. Enterprise and competitive environment : 20th annual international conference, Brno, March 9-10, 2017 : conference proceedings. Pp. 48-57. - Brno : Mendel University, 2017 ; Enterprise and competitive environment international conference
    Kľúč.slová malé a stredné podniky - malé a stredné podniky (MaSP) - small and medium-sized enterprises - small and medium-sized companies - small and medium enterprises   marketing   marketingová analýza - marketing analysis   konkurenčná analýza - competitive analysis   informačné systémy - information systems  
    Jazyk dok.angličtina
    KrajinaČeská republika
    Systematika 659
    AnotáciaThe study describes the importance and the function of competition analysis within marketing activities. The aim of the article is to review the role and the meaning of marketing analysis, especially the competition analysis and its importance within the decision- making process of managers. It searches mutual dependence between the rate of realizing marketing activities and carrying out the competition analysis as a basic tool of knowledge of external business environment. It investigates opinions of employees in 189 Slovak SMEs about the importance and the function of the competition analysis within business activities. We searched our assumptions within three categories of the companies: the companies with established marketing department or work position, the companies doing marketing activities within other departments or work positions and the companies where nobody does marketing. The conclusions of the analysis enable Slovak SMEs to consider the importance and the function of marketing and marketing analysis
    Kategória publikačnej činnosti AFC
    Číslo archívnej kópie40924
    Katal.org.BB301 - Univerzitná knižnica Univerzity Mateja Bela v Banskej Bystrici
    Báza dátxpca - PUBLIKAČNÁ ČINNOSŤ
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