MARKETING IN THE PERFORMANCE OF SME'S

Ciochina Iuliana () and Iuliana Cebuc
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Ciochina Iuliana: “Constantin Brâncoveanu” University, Romania

Management Strategies Journal, 2013, vol. 22, issue Special, 403-410

Abstract: In the business environment troubled by the economic crisis with major changes occurring in the national, European or world economy, small and medium enterprises have acquired additional concern since they are regarded as the key to economic dynamism and they build up a field whose features are diversity, dynamism and flexibility. In such a context, the role of marketing to manage such enterprises’ performance is highly important. Successfully implementing marketing methods, optimally using marketing techniques and instruments, understanding the objectives and assessing the outcomes are essential steps to almost all important decisions in a company. Marketing provides information on the market, customers, competitors, suppliers and the business environment in general, it allows the planning of activities and the preparation of successful strategies

Keywords: small and medium enterprises; marketing of SME's; marketing mix; marketing planning; marketing strategy (search for similar items in EconPapers)
JEL-codes: L26 (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:brc:journl:v:23:y:2013:i:s:p:403-410

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