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@inproceedings{30803, author = {Tišlerová, Kamila}, address = {České Budějovice}, booktitle = {Innovative Economic Symposium 2015}, edition = {1. vyd.}, keywords = {SME; Marketing strategy; Civil Engineering; Competition Advantage; Partnering; Education in Marketing; Marketing Competences}, howpublished = {paměťový nosič}, language = {eng}, location = {České Budějovice}, pages = {85-92}, publisher = {Vysoká škola technická a ekonomická v Českých Budějovicích}, title = {Marketing strategy of SME´s operating in civil engineering}, year = {2015} }
TY - JOUR ID - 30803 AU - Tišlerová, Kamila PY - 2015 TI - Marketing strategy of SME´s operating in civil engineering PB - Vysoká škola technická a ekonomická v Českých Budějovicích CY - České Budějovice KW - SME KW - Marketing strategy KW - Civil Engineering KW - Competition Advantage KW - Partnering KW - Education in Marketing KW - Marketing Competences N2 - This paper analyses current marketing strategy of selected small enterprises operating in Civil Engineering industry. Attention is paid to their ability to reach a competition advantage, to discover niches and to lead efficient marketing communication. The main objective of this analysis is to find out the weaknesses of their strategies and to identify fields of potential improvement. Survey (both qualitative and quantitative) in the form of deep interviews was carried out – the current approach was confronted with theory, best practices and empirical knowledge of the author. This paper brings both overview of current strategies applied by SME in Civil Engineering and set of recommendations covering the growth of their ability to successfully compete on Civil Engineering markets. ER -
TIŠLEROVÁ, Kamila. Marketing strategy of SME´s operating in civil engineering. In \textit{Innovative Economic Symposium 2015}. 1. vyd. České Budějovice: Vysoká škola technická a ekonomická v Českých Budějovicích, 2015, s.~85-92. ISSN~2464-6369.
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