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Application of cluster analysis in marketing communications in small and medium-sized enterprises: An empirical study in the Slovak Republic

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dc.title Application of cluster analysis in marketing communications in small and medium-sized enterprises: An empirical study in the Slovak Republic en
dc.contributor.author Ližbetinová, Lenka
dc.contributor.author Štarchoň, Peter
dc.contributor.author Lorincová, Silvia
dc.contributor.author Weberová, Dagmar
dc.contributor.author Pruša, Petr
dc.relation.ispartof Sustainability
dc.identifier.issn 2071-1050 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2019
utb.relation.volume 11
utb.relation.issue 8
dc.type article
dc.language.iso en
dc.publisher MDPI AG
dc.identifier.doi 10.3390/su11082302
dc.relation.uri https://www.mdpi.com/2071-1050/11/8/2302
dc.subject SMEs en
dc.subject marketing communications en
dc.subject marketing communication tools en
dc.subject CRM en
dc.subject customer database en
dc.subject cluster analysis en
dc.description.abstract Creating an effective marketing strategy according to current trends is a key process needed to achieve sustainable growth that can result in attracting a great number of existing as well as potential customers. Moreover, an enterprise's success is affected by the aforementioned process. The aim of the paper is to determine the clusters of small and medium-sized enterprises operating in the Slovak Republic and the use of marketing communication tools in the future. The research into marketing communications and customer relationship management (CRM) building in companies was carried out in Slovakia in the years 2017 and 2018. In total, 1,009 small and medium-sized enterprises from Slovakia participated in the research. Following a K-means clustering algorithm, three clusters were determined. Descriptive statistics, cluster analysis using K-means clustering, and an analysis of variance (ANOVA) were used to identify no statistically significant difference in terms of the size of enterprises. en
utb.faculty Faculty of Multimedia Communications
dc.identifier.uri http://hdl.handle.net/10563/1008712
utb.identifier.obdid 43880497
utb.identifier.scopus 2-s2.0-85066298340
utb.identifier.wok 000467752200115
utb.source j-wok
dc.date.accessioned 2019-08-07T12:05:23Z
dc.date.available 2019-08-07T12:05:23Z
dc.description.sponsorship VEGA [1/0024/17, 1/0320/17]; APVV [16-0297]; TAR - ETA -project [TL02000559, TL02000017]
dc.rights Attribution 4.0 International
dc.rights.uri http://creativecommons.org/licenses/by/4.0/
dc.rights.access openAccess
utb.contributor.internalauthor Štarchoň, Peter
utb.contributor.internalauthor Weberová, Dagmar
utb.fulltext.sponsorship This research was supported by VEGA 1/0024/17 “Computational model of motivation”, VEGA 1/0320/17 “Economic and Social Context of European 20/20/20 Targets from the Viewpoint of Economy Low-energy Houses”, APVV 16-0297 “Updating of anthropometric database of Slovak population”, TAČR - ÉTA -project TL02000559 Safe and secure cities for pedestrians and senior citizens and TL02000017 Inter-generation cooperation in digitalization.
utb.wos.affiliation [Lizbetinova, Lenka] Inst Technol & Business Ceske Budejovice, Fac Corp Strategy, Ceske Budejovice 37001, Czech Republic; [Starchon, Peter; Weberova, Dagmar] Tomas Bata Univ Zlin, Fac Multimedia Commun, Zlin 76001, Czech Republic; [Lorincova, Silvia] Tech Univ Zvolen, Fac Wood Sci & Technol, Zvolen 96001, Slovakia; [Prusa, Petr] Univ Pardubice, Jan Perner Transport Fac, Pardubice 53210, Czech Republic
utb.scopus.affiliation Faculty of Corporate Strategy, The Institute of Technology and Business in Ceske Budejovice, Ceske Budejovice, 370 01, Czech Republic; Faculty of Multimedia Communications, Tomas Bata University in Zlín, Zlín, 760 01, Czech Republic; Faculty of Wood Sciences and Technology, Technical University in Zvolen, Zvolen, 960 01, Slovakia; Jan Perner Transport Faculty, University of Pardubice, Pardubice, 532 10, Czech Republic
utb.fulltext.projects VEGA 1/0024/17
utb.fulltext.projects VEGA 1/0320/17
utb.fulltext.projects APVV 16-0297
utb.fulltext.projects TL02000559
utb.fulltext.projects TL02000017
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Attribution 4.0 International Except where otherwise noted, this item's license is described as Attribution 4.0 International