Családi vállalkozások marketingtevékenységének néhány controlling vonatkozása, különös tekintettel a Közép-magyarországi régióban = A few of the controlling aspects of family businesses marketing activity with special emphasis on Central Hungary region

Absztrakt

Family businesses in Hungary are typically found among small and medium-sized enterprises, including micro-businesses of course. My examination’s focus is to attempt to reveal those characteristics of family businesses that concerns their marketing activity. Within the subject, I analyze activities such as planning, measurement and evaluation of marketing processes. The object I propose to myself is to highlight the possibilities of using controlling tools in family businesses by revealing the peculiars of their application during the course of marketing activity. This research is not representative, crucial part of the sample in territorial aspect is concentrated in the Central Hungary Region.