The role of marketing in SMEs

Rashid, Umi Kartini and Mohd Adi, Mohd Nazir and Harun, Amran and Wan Yusoff, Wan Fauziah (2017) The role of marketing in SMEs. In: Advance in Marketing Research. Series 1 . Penerbit UTHM, pp. 18-28. ISBN 9789672110736

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Abstract

Marketing can be seen as a matrix of business activities organized to plan, produce, price, promote, distribute goods, service, and ideas for the satisfaction of relevant customers and clients among small and medium-scale enterprises (SMEs) in the current competitive business environment. Large corporation commonly spent substantial amount of money hiring consultant or setting up business development division comprise of trained personnel to make major decisions about any business matters. SMEs on the other hand are often hurdled by their limited capital to apply the same strategy as large corporations for their marketing and business development of research and development (R&D). However, since innovation is crucial in R&D aspect, SMEs owners may diagnose their current business position and strategically plan intended changes by enhancing their operational capabilities. This can be done through the adoption of the marketing elements in their business plans and operations.

Item Type:Book Section
Subjects:H Social Sciences > HF Commerce > HF5001-6182 Business
Divisions:Faculty of Technology Management and Business > Department of Business Management
ID Code:11128
Deposited By:Mr. Mohammad Shaifulrip Ithnin
Deposited On:13 May 2019 09:10
Last Modified:13 May 2019 09:10

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