Marketing for Entrepreneurs and SMEs
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Marketing for Entrepreneurs and SMEs

A Global Perspective

Maja Konečnik Ruzzier, Mitja Ruzzier and Robert D. Hisrich

In recent years, entrepreneurs and SMEs have been forced to adapt to a rapidly changing, increasingly globalized world, an evolution that has had a profound impact on marketing strategies. This timely volume identifies the many new opportunities available to entrepreneurs and SMEs in the global marketplace, and offers tactical and strategic marketing approaches to help them succeed in the modern business world.
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Chapter 14: Marketing communications in SMEs

A Global Perspective

Maja Konečnik Ruzzier, Mitja Ruzzier and Robert D. Hisrich


I was hired in a marketing position in a medium-sized hotel company. The building in which the hotel was renovated about ten years ago was a prison. A public call was issued and different local not yet known artists, based on briefings, had the opportunity to redesign one area to develop an innovative accommodation experience. This resulted in a total masterpiece with very little investment. The next challenge was to inform potential, mostly international travelers about the existence of this innovative accommodation experience. Even with the redesign, the company had very little funds available for marketing. They had to be innovative in their communications using cost-effective marketing tools if they wanted to succeed. The hotel started with public relations (PR) activities, organizing tours for journalist in the hotel and sending a story to journalists and opinion makers. They liked the hotel and the story behind it. They actually published reviews and hotel presentations in different popular travel media, as well as highly ranked the hotel in the Lonely Planet guide.

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