Marketing as an Approach to Reinforce the Competitiveness of Small And Medium-Sized Enterprises: A Field Study on a Sample of Algerian Enterprises
Keywords:
marketing, strategies of competitiveness, small and medium sized enterprises, marketing mix, AlgeriaAbstract
This study investigates the role of marketing as one of the most important
functional activities in small and medium- sized enterprises because this is
decisive to the success or failure of the project.Marketing is indeed the window
through which the project is reflected to the society and to the consumers.The
goods or the services are provided by any project based on its marketing
strategy and its capacity to cope with the consumers’ needs.
Due to the importance of the small and medium- sized enterprises
in Algeria, their progress and contribution in the economic and social
development, it is now necessary for them to look for new marketing strategies
that enable them achieve a capacity for competitiveness, endurance and
continuity.The data required for this study have been gathered through a
survey set and developed to fit the objectives of the study.Moreover, this study
targets to test the four hypothesis of the study to analyze the data using the
statistical package for social studies SPSS.
According to this study, marketing has a great role in the small and
medium- sized enterprises.It contributes in determining their competitiveness
strategy.Based on these results, the study suggests some recommendations
such as the necessity of creating institutions and centers specialized in
training the managers of small and medium- sized enterprises in using
modern marketing methods.
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