Strategic marketing management in small and medium-sized enterprises

Small and medium sized enterprises (SMEs) often face diverse strategic challenges and opportunities when operating in a variety of different industrial and geographical contexts. Traditionally the marketing concept and strategic marketing management were perceived as corporate management philosophies driven by the needs and capabilities of larger organisations. Within smaller organisations the intrinsic value of a traditional approach to marketing management is acknowledged but it is also recognised that there are context specific issues that have an impact on the nature of marketing capabilities and activities of SMEs.