Journal of
Marketing Development and Competitiveness

Scholar Gateway

Abstracts prior to volume 5(1) have been archived!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


SME Marketing Mix Standardization in the B2B Market 

Author(s): Juergen Wieland

Citation: Juergen Wieland, (2018)" SME Marketing Mix Standardization in the B2B Market ," Journal of Management Policy and Practice, Vol. 19, Iss. 1, pp. 45-55

Article Type: Research paper

Publisher: North American Business Press


This paper examines SMEs price and product policy interdependencies in relation to a standardized
marketing management approach. The methodology is based on four site cases with consulting
companies and internal marketing departments of German SMEs, realized through 14 semi-structured indepth interviews. This study shows that a structured marketing mix is the basis for marketing-mixmanagement success. This paper links the perspectives of behavioural interdependencies and SME
stakeholders’ strategic flexibility on the identification of mix-policies. This study suggests how to identify mix policies and their interdependencies and how to manage a structured marketing mix successfully.