Organizational Specifics of Small and Medium Enterprises with a Special Overview of Marketing Function

Vukmirović, Valentina and Vukmirović, Nikola (2016) Organizational Specifics of Small and Medium Enterprises with a Special Overview of Marketing Function. In: XV International symposium Reshaping the Future Through Sustainable Business Development and Entrepreneurship SymOrg 2016. Faculty of organizational sciences, Belgrade, pp. 513-521. ISBN 978-86-7680-326-2

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Abstract

Due to its specific performances, small and medium enterprises have very significant role in contemporary economic development. Specifics of their organizational structure have led to development of new marketing approach which is, compared to traditional marketing approach, more suitable for small and medium enterprises. Relationship marketing, which results in marketing network created by entrepreneur and enterprise management, is most commonly associated with marketing of small and medium enterprises. Results of the research conducted in this paper indicate that relationship marketing and marketing network concept, in comparison with classic marketing mix concept, is more adequate for implementation in small and medium enterprises.

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