期刊名称：IIASS : Innovative Issues and Approaches in Social Sciences
印刷版ISSN：1855-0541
出版年度：2019
页码：1-22
DOI：10.12959/issn.1855-0541.IIASS-2019-no1-art1
出版社：CEOs Ltd.
摘要：The research outlines the features of promotional practices in micro and
small enterprises and does not group the smallest enterprises into often
used broader category together with medium enterprises, as we show
that there are significant differences between smaller and medium
enterprises related to planning and implementing of promotion activities.
We analyse the attitude of decision-makers in small and micro
enterprises towards promotion, their intentions in the field and the way
planning and implementation of promotional activities are beeing
realized. Conclusions rely on quantitative survey that we conducted in
2015 on sample of 441 small and micro enterprises in Slovenia and
additional semi-structured interviews that were conducted with decisionmakers
in 17 small and micro businesses.
关键词：small and micro enterprises; promotion; marketing;
attitudes; planning; promotional tools
