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2008, vol. 39, iss. 1-2, pp. 21-26
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The marketing strategy of a small enterprise
Marketing strategija malog preduzeća
Megatrend University, Belgrade
Abstract
Small enterprise shows some specific characteristics which are necessary for creation of marketing strategy. The goal of this work is an attempt of marketing strategy analysis of the small enterprises. The necessary request of the analysis is to define the small enterprise. There have also been analyzed the specific orders for small enterpriser. Special part of work is dedicated to a small enterprises management strategy and the other one to their marketing communications. There are mentioned some specific advantages and problems of the small enterprises, too.
Sažetak
Mala preduzeća pokazuju izvesne specifičnosti u domenu neophodnih karakteristika za kreiranje marketing strategije. Cilj ovog rada je pokušaj analize marketing strategije malih preduzeća. Neophodni preduslov analize je definisanje malog preduzeća. Analiziraju se specifični zahtevi koji se postavljaju pred malog preduzetnika. Poseban deo rada rasvetljava strategijsko upravljanje malim preduzećem. Tržišnom komuniciranju malog preduzeća je posvećen posebni deo rada. Navedene su i neke od karakterističnih prednosti i problema malih preduzeća.
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