Acta Universitatis Danubius. Œconomica, Vol 9, No 3 (2013)

Marketing Status in SMEs, Industrial versus Consumer Companies

Shahram Azad, Hamed Hemmati


The purpose of this paper is to seek differences between the status of marketing in SMEs selling consumer goods and those sell industrial goods. The research is a field study conducted with 112 Small and medium sized enterprises located in the five biggest industrial cities of Iran. The results of this research show that there are significant differences in the marketing status between consumer and industrial goods SMEs such as doing market research in the internal status of marketing (role of marketing) and market structure in the external status of marketing (relevance of marketing). This research fills a gap in the literature relating to the differences of marketing in SMEs. It has a comprehensive view in this regard.


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