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van Scheers, Louise
Makhitha, Khathutshelo Mercy
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[Journal:] Foundations of Management [ISSN:] 2300-5661 [Volume:] 8 [Year:] 2016 [Issue:] 1 [Pages:] 243-250
Substantial evidence shows that strategic marketing planning leads to increased small business performance, yet most small business owners do not draw up a plan for their businesses. This paper presents the results of a secondary research survey on strategic marketing planning of SMEs in South Africa. They indicate that while the higher performing SMEs give a higher priority to marketing than to other business functions, they are still sales- or production-oriented. The higher performing SMEs are more aware of strategic planning tools. They compete with value-added products and good buyer-seller relationships. The findings suggest that broad, small business marketing principles to some extent contribute to the success of SMEs.
strategic marketing planning
South African SMEs
better performing SMEs
lack of strategic planning know-how
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