| PLANNING AND IMPLEMENTING PROMOTION IN SMALL AND MICRO ENTERPRISES: BRIDGING THE GAP BETWEEN INTENTIONS AND ACTUAL BEHAVIOUR |
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Mateja Rek[1], Nina Gorjup[2] Abstract The research outlines the features of promotional practices in micro and small enterprises and does not group the smallest enterprises into often used broader category together with medium enterprises, as we show that there are significant differences between smaller and medium enterprises related to planning and implementing of promotion activities. We analyse the attitude of decision-makers in small and micro enterprises towards promotion, their intentions in the field and the way planning and implementation of promotional activities are beeing realized. Conclusions rely on quantitative survey that we conducted in 2015 on sample of 441 small and micro enterprises in Slovenia and additional semi-structured interviews that were conducted with decision-makers in 17 small and micro businesses. Key words: small and micro enterprises, promotion, marketing, attitudes, planning, promotional tools Cite this article: [1] Assoc. prof. dr. Mateja Rek is Dean at School of Advances Social Studies and associate researcher at Faculty of Media, Ljubljana, Slovenia. [2] Nina Gorjup PhD is Direktor of Corporate Communication Department, TPV Group, Novo Mesto, Slovenia.
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