ABSTRACT
This chapter discusses the process and importance of marketing planning for Small and medium-sized enterprises (SMEs). The growing number of SMEs has intensified competition among small businesses on the one hand and large businesses on the other. The success of SMEs comes, in part, from them supposedly being more efficient, flexible, and responsive than their large corporate counterparts. From the economic perspective, SMEs have a number of benefits that enable them to grow to become big businesses. The crucial concern is how to nurture SMEs so that they can develop into maturity, sustain their operations, or transition into larger businesses. A vast number of SMEs are owner-managed, and it has been identified that the culture of the owner-managers influences how the business is run. Most SMEs are either unaware of the importance marketing planning or consider such activities to be unhelpful.
