Marketing and SMEs: Can an Organization of Any Size Use Marketing Plans?

Jovanov, Tamara (2012) Marketing and SMEs: Can an Organization of Any Size Use Marketing Plans? Conference of the International Journal of Arts & Sciences, 5 (3). pp. 169-173. ISSN 1943-6114

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Abstract

This paper is provoked from the ongoing condition of under – or misuse of marketing in SME, regarding the poor understanding of the benefits of marketing planning and the fact that marketing is often seen as a function of the business, rather than as its guiding philosophy. The research does not state that business success is not impossible in the absence of marketing planning, but it does argue that marketing plans can effectively and efficiently be used in SMEs as well as in large companies and that marketing planning is positively associated with companies’ performance…

Item Type: Article
Subjects: Social Sciences > Economics and business
Divisions: Faculty of Economics
Depositing User: Tamara Jovanov
Date Deposited: 15 Aug 2014 07:53
Last Modified: 14 Aug 2018 10:28
URI: http://eprints.ugd.edu.mk/id/eprint/10616

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