Abstract:

Content and questions in business administration have long been oriented towards the needs of large companies. The challenges typical for SMEs have largely not been addressed. Despite the political and social importance of medium-sized companies. In Germany, they provide about 60 percent of all jobs and generate more than a third of the total turnover of all German companies. A special consideration of SMEs in business administration would be necessary. Because SMEs have special framework conditions. For example, decisions are often not made rationally. Business management competence is also often inadequate. Therefore the realization prevailed that SMEs may not be regarded as miniature expenditure of large companies. Rather the management of SMEs needs a special economical instrument set, which deals with the specific needs and problem definitions. This applies in particular to the range of marketing communication. To arrange these openly, effectively and efficiently is a central task of the management. Because we live already for many years in a reality coined by media. In other words, we are living in a media society. Only those who succeed in making themselves and their products or services perceptible will reach their target group. Large national or international companies can make use of the entire range of communication channels on the one hand. On the other hand, SMEs face restrictions. Limited financial or personnel resources can make the use of certain communication channels more difficult or even impossible. In addition, there are SMEs with a geographically limited business area. They are confronted with the fact that not all communication channels are available or usable in all regions. Small rural communities still do not have a fast Internet. However, it is particularly difficult to personally address the target group in anonymous metropolises. Because the existing potential customers easily remain unrecognized in the masses.