|Year of publication
|Metropolitan University Prague Press, Key Publishing
|978-80-7638-018-9 (MUP), 978-80-7418-361 (KP)
The monograph is the result of the Metropolitan University Prague research project no. 74-02 „Territorial Studies, Economics, International Relations" (2020) based on a grant from the Institutional Fund for the Long-term Strategic Development of Research Organisations. It analyses modern forms of marketing, which are not demanding high capital and at the same time reflects the current needs of small and medium-sized companies in the marketplace. The author first focuses on the history of transformation over the past 30 years and highlights new challenges in the era of globalization. Then he concentrates on the construction of a low budget marketing plan, describes sales promotion and PR tools, and explains how to assess the benefits that marketing brings to the company. In the middle chapters, the author defines modern forms of marketing and illustrates them with practical examples. These are digital marketing, content marketing, influencer marketing, e-shop marketing, guerilla marketing, ambient marketing, buzz marketing, ambush marketing, event marketing, product placement marketing, and flash mob marketing. The last part of the monograph is devoted to the marketing support of foreign markets expansion. The focus was on the sales representative, franchising, piggybacking, logistics, joint venture, leasing, consulting, and export marketing. The author concludes that there are many ways how small and medium companies can be successful in both domestic and foreign markets. They must actively apply new forms of marketing and treat marketing as an integrative function throughout the entire company. Process management must be applied together with the effective integration into the global value chains. The book is primarily intended for managers of small and medium-sized companies, however, it can also be a suitable teaching aid for students of economics and business at the university level.