ABSTRACT
It is all too easy to underestimate the role of marketing in small-and medium-sized enterprises (SMEs). But with the growing appreciation of the contribution that SMEs are making in national economic growth there is now a heightened awareness of the importance of marketing – a catalyst for sustaining the growth and sustainability of SMEs. In fact, SMEs are ‘raising the bar’ in terms of marketing functions, although sometimes they do so unwittingly. They are differentiating their offering to stay in the game, taking some strategic marketing decisions far more regularly. However, the problem is that entrepreneurs often do not fully appreciate the depth of their marketing endeavours.
