JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Knowledge, Perception, and Application of Strategic Marketing in MSMEs
(Micro, Small, and Medium Enterprises) in Bogota
Author(s): Ricardo Vega, Sandra Rojas
Citation: Ricardo Vega, Sandra Rojas, (2011) "Knowledge, Perception, and Application of Strategic Marketing in MSMEs (Micro, Small, and Medium Enterprises) in Bogota" Vol. 5, Iss. 4, pp. 119 - 130
Article Type: Research paper
Publisher: North American Business Press
Theory states Strategic Marketing as one of the most important components of management of any
organization. In this work, some aspects regarding the use of this management tool in Bogota`s MSMEs
were researched. Although, the attitude about the utilization of Strategic Marketing was positive, some
benefits and barriers for its application were found. The results makes pertinent to analyze the focus of
the Colombian support programs, to this kind of companies, about the Marketing Management elements.
Academics and practitioners should propose theoretical and practical concepts to apply this tool in a
more extensive way in Colombian MSMEs.