Publication detail

Systematic Review of New Trends of SMEs Marketing Strategy

ULČ, J. CHLEBOVSKÝ, V.

Original Title

Systematic Review of New Trends of SMEs Marketing Strategy

Type

conference paper

Language

English

Original Abstract

The new market environment due to the Covid-19 pandemic is affecting the performance of global SMEs. It is necessary for them to adapt their marketing strategy to the situation in order to increase their competitiveness in the global market. Since the beginning of the pandemic, SMEs have had to react to these circumstances and, as a result, the number of secondary sources related to this topic has increased. Data is obtained based on research of secondary sources, which are systematically and critically reviewed and compared. The aim is to provide an overview of current trends and to identify potential areas for further research on SMEs' approach to marketing strategy and its transformation due to threats and opportunities arising from the external environment. The findings give us a direction for further research and shows potential critical areas for SMEs competitiveness in the global marketplace.

Keywords

Marketing strategy, marketing trends, competitiveness, pandemic

Authors

ULČ, J.; CHLEBOVSKÝ, V.

Released

10. 12. 2021

Publisher

Vydavateľstvo EKONÓM, University of Economics in Bratislava

Location

Bratislava, Slovak Republic

ISBN

978-80-225-4909-7

Book

Merkúr 2021 : Proceedings of the International Scientific Conference for PhD. Students and Young Scientists

Pages from

283

Pages to

292

Pages count

10

URL

https://conferences.euba.sk/merkur/images/proceedings/merkur_2021.pdf

Full text in the Digital Library

http://hdl.handle.net/11012/203567

BibTex

@inproceedings{BUT176385,
  author="Jakub {Ulč} and Vít {Chlebovský}",
  title="Systematic Review of New Trends of SMEs Marketing Strategy",
  booktitle="Merkúr 2021 : Proceedings of the International Scientific Conference for PhD. Students and Young Scientists",
  year="2021",
  pages="283--292",
  publisher="Vydavateľstvo EKONÓM, University of Economics in Bratislava",
  address="Bratislava, Slovak Republic",
  isbn="978-80-225-4909-7",
  url="https://conferences.euba.sk/merkur/images/proceedings/merkur_2021.pdf"
}