Marketingkommunikation für Kleinstunternehmen / Nikola Stefanovic
VerfasserStefanovic, Nikola
Betreuer / BetreuerinDolecek, Alfred
ErschienenWien, 03.03.2016
UmfangVII, 120 Seiten : Illustrationen, Diagramme
HochschulschriftFachhochschule des BFI Wien, Univ., Masterarbeit, 2016
URNurn:nbn:at:at-fhbfiw:1-201 Persistent Identifier (URN)
 Das Werk ist frei verfügbar
Marketingkommunikation für Kleinstunternehmen [1.6 mb]
Zusammenfassung (Englisch)

Advertising is a common thing in nowadays business world. Many big companies rely on heavy advertising campaigns to be successful, in short terms and long terms. Marketing is the key for influencing customers on a daily basis. Especially in times, where the globalization forced many businesses to adapt or to leave the market. Furthermore, with the rising success of the internet and the accessability for every-one to use the internet it makes the times harder for companies to be competitive. Amazon, for example, is the biggest retailer in Europe and the USA. Which makes it easier for customers to have a fast access to a various range of products and even better a direct compersion between other retailers. Another thing to mention is that customers are getting more into “smart shopping”. This means they are aware of the ongoing price competition and the pressure lasting on retailers. With this power, they are able to have a better strategy in terms of negotiating. In the case of small companies, which are an important factor for the European economy, in terms of revenue and labour intake. These new and different times make it hard to be sus-tainable and competitive. Without a consequent marketing strategy, including ad-vertising, it is hard to sustain. Looking on the financial sheets, small companies dont have the financial power like corporations. Furthermore, they dont have the financial resources to employ people only for marketing purporse or to pay a marketing agency. But rather they have to fight for their salary and sustain in an oversaturated market. The aim of this paper is to distinguish the possibilities for small companies to strongen their competitive advantage with Low Budget Methods. Furthermore, to realize that there are more ways of advertising a brand, product or service through media. In conclusion, the thesis shows how smaller companies can use alternative advertising channels to stay sustainable and benefit from its low cost factors.