Event Title

Effective promotion methods and their impact on enterprise performance

Session

Journalism, Media and Communication

Description

Free trade and problems with unfair competition, as well as the level of economic development are some of the aspects that nowadays are generally confronted by local manufacturers in Kosovo. Especially in terms of marketing mix and the usage of promotional methods that in this case acquire affordable financial costs. Based on the academic approach perspective there are few researches, in particular those conducted in Kosovo, which analyze in depth this problem. Additionally in the practical aspect, it can still be claimed that this research can serve as a valuable reflector with alternative as an opportunity to solve some of the key problems that in general are facing the country's manufacturers today. The aim of this research is to analyze the types of promotion and to compare each of their impact on raising the performance of manufacturing enterprises. In order to accomplish the aim of this research, primary data were collected through questionnaires conducted with leaders and managers, sellers and customers of manufacturing enterprises in Kosovo. Hence, statistical methods were used to analyze the enterprise performance trends for the active period of five years. The results of this research demonstrate the importance of each element of marketing mix, as well as the impact and most effective methods of promotion precisely, in the performance of the enterprise.

Keywords:

Manufacturing enterprises, Marketing mix, promotion, performance

Session Chair

Ferid Selimi

Session Co-Chair

Musa Sabedini

Proceedings Editor

Edmond Hajrizi

ISBN

978-9951-437-69-1

Location

Pristina, Kosovo

Start Date

27-10-2018 9:00 AM

End Date

27-10-2018 10:30 AM

DOI

10.33107/ubt-ic.2018.238

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Oct 27th, 9:00 AM Oct 27th, 10:30 AM

Effective promotion methods and their impact on enterprise performance

Pristina, Kosovo

Free trade and problems with unfair competition, as well as the level of economic development are some of the aspects that nowadays are generally confronted by local manufacturers in Kosovo. Especially in terms of marketing mix and the usage of promotional methods that in this case acquire affordable financial costs. Based on the academic approach perspective there are few researches, in particular those conducted in Kosovo, which analyze in depth this problem. Additionally in the practical aspect, it can still be claimed that this research can serve as a valuable reflector with alternative as an opportunity to solve some of the key problems that in general are facing the country's manufacturers today. The aim of this research is to analyze the types of promotion and to compare each of their impact on raising the performance of manufacturing enterprises. In order to accomplish the aim of this research, primary data were collected through questionnaires conducted with leaders and managers, sellers and customers of manufacturing enterprises in Kosovo. Hence, statistical methods were used to analyze the enterprise performance trends for the active period of five years. The results of this research demonstrate the importance of each element of marketing mix, as well as the impact and most effective methods of promotion precisely, in the performance of the enterprise.