Journal of
Marketing Development and Competitiveness






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Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106)



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

Abstract:

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.