How do micro sized small businesses use marketing communication tools as a part of their marketing? case: Micro sized small local restaurant businesses in Sunderland
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- Tez No: 401241
- Danışmanlar: DR. ANNE EDWARDS, DR. ALAN CHARLESWORTH
- Tez Türü: Yüksek Lisans
- Konular: İşletme, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2014
- Dil: İngilizce
- Üniversite: University of Sunderland
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 96
Özet
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Özet (Çeviri)
This research paper aims to examine use of marketing communication tools by micro sized small restaurant businesses in Sunderland. Marketing communication tools are advertising, sales promotions, public relation, direct marketing, personal selling, internet, sponsorship, special events, trade shows corporate identity and word of mouth. Three micro sized small restaurant businesses in Sunderland have been examined by interviews. Advertisements and sales promotions are practiced more much than other tools by small local restaurant businesses in Sunderland. However, sales promotions of small local restaurants target different types of customers. Although, there are some criticism about use of marketing communication tools by micro sized small restaurant businesses, there are some clues about small businesses are also using marketing communication tools. Small restaurant businesses use public relations, internet, special events and word of mouth as marketing communication tool. However, financial difficulties limit small restaurant businesses about use of marketing communication tools. In addition, lack of expertise is also important barrier for small restaurant businesses for using marketing communication tools.
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