Publication details
Relationship marketing and management of micro and small enterprises in the Czech Republic
| Authors | |
|---|---|
| Year of publication | 2008 |
| Type | Article in Proceedings |
| Conference | Business and marketing strategies for Central and Eastern Europe |
| MU Faculty or unit | |
| Citation | |
| Field | Management and administrative |
| Keywords | relationship marketing and management; micro and small enterprises |
| Description | The paper presents some results from the exploratory survey with the aim to get the answers to the following research question. How far are Czech micro and small companies with the concept of relationship marketing in managing their longlasting relationships? Related survey objectives were formulated as follows a) to identify existing portfolio of long lasting relationships, b) to find out motivation or reasons or potential benefits for or from maintaining the relationships c) to discover the importance and quality of each relationships, d) to identify methods/instruments/tools or activities used for maintaining the relationships and e) to discover the barriers of the relationships. |
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