Nowadays, small and medium sized enterprises in market economies
are the engine of economic development. moreover, due to their
flexibility, adaptability and their potential to react to
challenges and changing environments, MSEs contribute to the
sustainable growth and employment generation significantly. On the
other hand, due to rapid globalization the business environment is
becoming more hectic and highly competitive so that MSEs are
attempting to grapple and stay afloat. Currently, like big
business, marketing in MSEs sector involves all aspects of
marketing such as the product, promotional methods and the
distribution element. The sector should also address the marketing
problems that comes from increased competition, lack of skills in
producing the product, lack of capital to expand their enterprises
and go to the international market. Hence, the book attempts to
show the overall picture of the marketing practices and the
problems that these MSEs face.
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