Economics Working Papers, 2022 (vol. 6), issue 3

Optimization potential in SME marketing communication in a Czech-German comparison

Enz Christian

Economics Working Papers 2022, 6(3):4-71 | DOI: 10.32725/ewp.2022.003627  

Technological progress ensures a growing number of communication channels. National and international corporations use the new tools for intensive customer communication. SMEs therefore are in danger of disappearing from their consumers' field of vision. This paper examines the current communication behavior of SMEs. Future developments also are identified. The analysis of a large-scale survey of companies shows that the number of communication channels used depends on the size of a company. It is found that SMEs currently use fewer communication channels than large companies. Marketing communication is also much less professionalized in small companies....