UTHM Institutional Repository

How marketing will effectively help SMEs?

Rashid, Umi Kartini and Nasir, Muhyuddin and Harun, Amran and Mohamed Zabri, Shafie (2017) How marketing will effectively help SMEs? In: Advanced in Marketing Research. Series 1 . Penerbit UTHM, pp. 29-36. ISBN 9789672110736

Full text not available from this repository.


According to Armstrong and Kotler (2012), marketing is the social process by which individuals and organisations obtain what they need and want through creating and exchanging value with others. Business people will use marketing as a tool to create demand for their products and services in order to generate sales and making profit in the end. The focus on studying marketing is to create customers’ needs and satisfaction rather than merely just promoting product and services (Sashi, 2012). Sashi (2012) further added that it also builds customers’ relationship between the products and services offered by the businesses where eventually it will increase brand loyalty and awareness. Based on Armstrong and Kotler (2012), marketing includes the coordination of four elements called the 4 P’s of marketing. There are as below: 1. Product 2. Price 3. Place 4. Promotion

Item Type: Book Section
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD2321-4731 Industry
Divisions: Faculty of Technology Management and Business > Department of Business Management
Depositing User: Mr. Mohammad Shaifulrip Ithnin
Date Deposited: 23 Jun 2019 07:00
Last Modified: 23 Jun 2019 07:00
URI: http://eprints.uthm.edu.my/id/eprint/11250
Statistic Details: View Download Statistic

Actions (login required)

View Item View Item