The Role and Relevance of Marketing in Small and Medium-Sized Enterprises (SMEs) in Africa

Esther Asiedu (), Ebenezer Malcalm (), Ethel Yiranbon Annor-Tenkorang (), George Oppong Ampong (), Gertrude Amoakohene () and George Kofi Amoako ()
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Esther Asiedu: Ghana Communication Technology University
Ebenezer Malcalm: Ghana Communication Technology University
Ethel Yiranbon Annor-Tenkorang: Ghana Communication Technology University
George Oppong Ampong: Ghana Communication Technology University
Gertrude Amoakohene: Ghana Communication Technology University
George Kofi Amoako: Ghana Communication Technology University

Chapter 8 in Entrepreneurship and Small and Medium-Sized Enterprises (SMEs) in Africa, 2026, pp 159-186 from Springer

Abstract: Abstract Marketing has a significant influence on many aspects of life, and the global economy is currently going through a significant shift. Marketing is essential to most industries and all facets of the economy since businesses and organisations are constantly undergoing significant changes. Since marketing is essential to the operations of Small and Medium-Sized firms (SMEs), modern firms would not function without it. As a result, the usage of technology is changing the rules of business and bringing about organisational changes in these businesses. Additionally, it is believed to be essential to the overall survival and growth of economies. Both developed and developing countries, as well as transitional countries, are taking notice of SMEs. It is commonly known that SMEs are essential to the growth and revitalisation of the national economy in many countries, particularly in Africa. It encourages the expansion of SMEs and the potential contribution of the sector to social and economic development by creating job opportunities.There are numerous theories that describe the connections between marketing, business expansion, economic progress, and societal change. Nearly everyone agrees that SMEs must implement marketing tactics, and they are frequently viewed as catalysts for economic expansion. The chapter offers a conceptual framework for assessing the function and significance of marketing in SMEs by taking into account the novel marketing constructs employed by SMEs, specifically transformation, assimilation, prediction, and exceptionality (TAPE).

Keywords: Marketing; Innovative marketing; TAPE; Small and medium-sized enterprises (SME) (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/978-3-032-14174-3_8

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