MARKETING COMMUNICATIONS OF SMALL AND MEDIUM ENTERPRISES - A RESEARCH FROM THE CUSTOMERS PERSPECTIVE

This paper aims to highlight some of the aspects regarding the marketing communications of SMEs in Romania, from the perspective of their clients. The research conducted on this purpose was intended to reflect the perceived utility of the communication techniques and tools for the companies that hav...

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Published inMetalurgia international (Bucharest, Romania) Vol. 18; no. 10; p. 166
Main Authors Popescu, Ioana Cecilia, Veghes, Calin Petrica, Kailani, Camelia
Format Journal Article
LanguageEnglish
Published Bucharest Fundatia Metalurgia Romana F.M.R 2013
Subjects
Clients
Competitive business
Customers
Gain
Marketing
Small business
Utilities
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Summary:This paper aims to highlight some of the aspects regarding the marketing communications of SMEs in Romania, from the perspective of their clients. The research conducted on this purpose was intended to reflect the perceived utility of the communication techniques and tools for the companies that have relationships with SMEs on the Romanian market. The research results have revealed that the marketing communication tools used by SMEs are adapted to the characteristics of the client-companies (number of employees, annual turnover, type of capital, structure of marketing activity), but the most used tools are not always perceived as most useful from the customers point of view. The main conclusion of the research is that SMEs have to choose the most appropriate modalities of marketing communications, in order to be able to enhance their position on market, develop the relationships with their clients and gain a competitive advantage. [PUBLICATION ABSTRACT]
Bibliography:ObjectType-Article-2
SourceType-Scholarly Journals-1
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ISSN:1582-2214