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Are marketing strategies implemented by SME’s in the Republic of Macedonia ?

Author

Listed:
  • Nexhbi Veseli

    (Faculty of Business and Economics, South East European University, Republic of Macedonia)

  • Brikend Aziri

    (Faculty of Business and Economics, South East European University, Republic of Macedonia)

  • Teuta Veseli

    (Faculty of Business and Economics, South East European University, Republic of Macedonia)

Abstract

Business strategies in general and marketing strategies in particular are a factor of significant importance when it comes to the success and long term growth of companies. This paper tends to test the generally accepted assumption that SME’s in the Republic of Macedonia do not have and implement well defined marketing strategies. As will be noticed, based on the opinions of the owners of 277 SME’s in the Pollog region, business entities in the Republic of Macedonia do recognize the importance of marketing and marketing strategies, but still fail when it comes to their creation and implementation. As proven by the research, SME’s in the studied region randomly implement certain elements of different types of business and marketing strategies, but not based on theoretical approaches and generally accepted literature in this field.

Suggested Citation

  • Nexhbi Veseli & Brikend Aziri & Teuta Veseli, 2012. "Are marketing strategies implemented by SME’s in the Republic of Macedonia ?," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 15(46bis), pages 137-152, December.
    • Handle: RePEc:rej:journl:v:15:y:2012:i:46bis:p:137-152
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    More about this item

    Keywords

    Marketing; Management; Business Strategy; Marketing Strategy; SME;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D41 - Microeconomics - - Market Structure, Pricing, and Design - - - Perfect Competition

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