This diploma thesis is focused on relationship between small and medium sized enterprises and marketing agencies. Its main objective is to determine the amount of small and medium-sized enterprises, which outsource marketing services and determine which factors affect decision making in this area. It was found that small and medium enterprises have rather dismissive attitude and generally underestimate marketing. The most important criterion in the selection of agencies are personal recommendations, as well as the amount and importance of the former clients of the agency and the price of services. These conclusions are based on quantitative research that was conducted in order to obtain primary data. The research sample included 288 responses of small and medium-sized enterprises. Research was evaluated using the statistical program Statistica v.12 Office and MS Excel. The results of the quantitative survey were then compared with opinions of representatives of marketing agencies and marketing freelancers. This feedback has allowed the author to formulate appropriate recommendations for small and medium-sized enterprises.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:177117 |
| Date | January 2014 |
| Creators | Steinerová, Irena |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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