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在中小企业营销实践

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发布于 2018-4-28 15:58:01 | 显示全部楼层 |阅读模式
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外文标题: Marketing Practices in SMEs.
外文摘要: This paper aims to analyse the marketing practices embraced by SMEs managers to fulfil their organisation objectives in terms of profit. Based
on a literature review, qualitative interviews and a quantitative research based on questionnaires implemented on Romanian and Maltese SMEs,
we have acquired a broad imagine of the marketing practices used within these organisations. The primary pursued objective of the paper is to
determine if the size of a SME (in terms of turnover and employee number), influences the marketing process. Moreover, the results of the case
study (Romanian vs. Maltese SMEs) outline that SMEs managers, more or less, set short term marketing objectives based on “entrepreneurial
instinct” or conjuncture, to overcome threats or to transform opportunities in short term profit. Thus, the study results represent a starting point
for developing processes to help SMEs managers make a better use of the marketing orientation concept, in order to create long term business
plans.
英关键词: SMEs, strategic marketing planning, marketing strategy;
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译文标题: 在中小企业营销实践
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