Marketing Role and Marketing Relevance in Small Industries

Abstract

This research is a field study research done in purpose of consideration of marketing status in small industries. The results help managers of small industries in decision making and researchers in their investigations to devise marketing solutions for small companies' issues. The Simpson-Taylor Model was applied as the research model. It considers the status of marketing in small industries from two dimensions, The Marketing Role (internal approach) and The Relevance of Marketing (external approach). Data gathering was done through doing interview with 96 samples including Managing Directors, Marketing Managers or Sales Managers. The societies were small industries located in two main industrial cities of Iran (Tehran and Tabriz). The results show that external dimension of marketing was developed more than internal dimension.

Keywords

• Small Industries
• The Role of Marketing
• The Relevance of Marketing