Promotion Activities in Small Businesses: Empirical Evidence from Macedonia
American Journal of Scientific Research Issue 66 (2012), pp. 37-54
18 Pages Posted: 29 May 2012 Last revised: 24 May 2014
Date Written: June 29, 2012
The purpose of this paper is to gain a better understanding of the meaning and implementation of promotion forms and strategies by small businesses in Republic of Macedonia. Taking into account the benefits of promotion strategies, through this paper we will try to inform SMEs owners and managers with modern communication forms and technologies while operating in the markets. In order to reach the purposes of this paper, a contemporary literature of this field was consulted and a structured questionnaire was distributed to 298 small businesses that operate in our country, in order to find out how they communicate with the market, how much they pay attention to the important forms of promotion and how much is invested in strategies of promotion. Based on this survey, we have managed to observe the real situation on which forms of promotion are mostly implemented in practice and how they affect the business success of companies.
Keywords: marketing, promotion, small businesses, purchase, consumer, strategies
JEL Classification: M30, M37
Suggested Citation: Suggested Citation