Marketing strategy in small and medium enterprises: A bibliometric analysis from 1989 to 2020

• Main Authors: Zurina Patrick, Ong Choon Hee
• Format: Article
• Language: English; English
• Published: Human Resource Management Academic Research Society (HRMARS) 2022
• Subjects: HD2340.8-2346.5 Small and medium-sized businesses, artisans, handicrafts, trades; HF5410-5417.5 Marketing. Distribution of products
• Online Access: https://eprints.ums.edu.my/id/eprint/33622/1/Marketing%20strategy%20in%20small%20and%20medium%20enterprises%2C%20A%20bibliometric%20analysis%20from%201989%20to%202020.ABSTRACT.pdf; https://eprints.ums.edu.my/id/eprint/33622/2/Marketing%20strategy%20in%20small%20and%20medium%20enterprises%2C%20a%20bibliometric%20analysis%20from%201989%20to%202020.pdf; https://eprints.ums.edu.my/id/eprint/33622/; https://hrmars.com/papers_submitted/13029/marketing-strategy-in-small-and-medium-enterprises-a-bibliometric-analysis-from-1989-to-2020.pdf; http://dx.doi.org/10.6007/IJARBSS/v12-i5/13029

The marketing strategy is defined as an organization's integrated pattern of choices about products, markets, marketing activities, and marketing resources that add value to customers' interactions with the company and thus enable the company to achieve specific goals. Despite a growing in...