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A marketing-controlling lehetőségei a kis- és középvállalatok versenyképességének növelésében

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TitleA marketing-controlling lehetőségei a kis- és középvállalatok versenyképességének növelésében
Publication TypeBook Chapter
Year of Publication2006
Pagination9
AuthorsKatona, F.
EditorBakonyi, I., J. Rechnitzer, and K. Solt
Book TitleÉvkönyv, 2005 – Átalakulási folyamatok Közép-Európában
PublisherSzéchenyi István Egyetem Jog és Gazdaságtudományi Kar Multidiszciplináris Társadalomtudományi Doktori Iskola
CityGyőr, Hungary
Publication LanguageHungarian
Abstract

Nowadays more than half of employees work for small- and medium-sized enterprises in Hungary and in European Union too. Small- and medium-sized enterprises produce also the determinant part of GDP. Only these facts considerably increase their importance. However they business-size does not make possible to enforce their interests. We must note also that their efficiency often is the same as multinational companies thanks to their flexibility, easy co-ordinateness, etc. I should like to consider the possibility of increasing efficiency of small- and medium-sized enterprises in different standpoint. Is the methodology of marketing controlling applicable in this case? How far is typical of small- and medium-sized enterprises using marketing instruments? How measure can we apply these instruments? Since the sources of small- and medium-sized enterprises are very limited it is particular what marketing actions to choose and in what way take it. In these questions can help marketing controlling.
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