Aplications Techniques of Marketing in SME-s in Albania

Abstract

The SME plays a very important role in the structural organization of production of all type of economies. They have some specific features identified, first of all, in the importance of the entrepreneur and his full involvement in all business activities; which activities are taken in a simple structure of the functional type; a strong presence in industrial markets; and, above all, a frequent absence of precise and formalized strategies and non-use mode of analysis and strategic planning. These characteristics make the SMEs an element in itself that consists on values, behaviors, operating mechanisms and management practices throughout the typical and unique characteristics. If we consider the application of marketing in Albania, the evolution of the discipline is very complex. First, because of the peculiarities and historical evolution of the industrial system, as the SMEs, has facilitated the spread of a feature that requires huge investments, a significant programming skills and organizational resources dedicated and specialized. The objective of this work is to understand what level and state of the art of marketing in small and medium-sized enterprises in Albania, verifying it through some theories of various authors. It then discusses, with several references, the problems of marketing of SMEs with a greater focus on Albanian’s SME.

DOI: 10.5901/mjss.2014.v5n23p2755