The Role of Marketing in SMEs based in East Azarbaijan Province Science and Technology Park
Subject Areas : Science and Technology Parks and IncubatorsHossein Abbasi Esfanjani 1 , Ommolbanin Asadi Ghorbani 2 *
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Keywords: Marketing theory Self- marketing Self- Branding SMEs Science and Technology Park,
Abstract :
In many countries, small and medium sized enterprises (SMEs), especially enterprises in science and technology parks act as economic engine and marketing is an important activity in these businesses. But, understand marketing, functions, role and importance of it by managers / owners of these enterprises and also the questions raised barriers that must be answered to it. In this regard, the present study aimed to investigate the role of marketing in small and medium enterprises based in East Azarbaijan Province Science and Technology Park has been done. To achieve the research objectives of qualitative approach and case study method was used. The study population consisted of managers / owners of enterprises based in East Azarbaijan Province Science and Technology Park that is using purposive sampling method, 10 samples were selected. Initial data collected using semi-structured interviews and analyzed using the inductive method was used. The results indicate that marketing as a set of activities and measures that are used in large companies, particularly in the studied companies were not understood. However, word of mouth marketing communication, understanding customer needs and having long-term interaction and relationship with the customer was the most important marketing activities and actions that had the most significant role in the growth and survival of them. Most interviewees focus on the daily execution of some tasks limited marketing and implementation of a comprehensive marketing plan for, the expertise and financial resources were not sufficient.
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