This paper discusses the distinctive behavioral characteristics of SME's examines the role of marketing in SME operation, offers suggestions for management training in marketing development, and speculates on the impact of improvements in marketing on...
This paper discusses the distinctive behavioral characteristics of SME's examines the role of marketing in SME operation, offers suggestions for management training in marketing development, and speculates on the impact of improvements in marketing on the internal transformation of SME's. The author concludes that the training in marketing as a way of thinking as well as specific marketing skills is essential for stabilization and growth of SME's.