International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

Marketing Management Strategies Affecting Performance of Small and Medium Enterprises (SMEs) in Cote d’Ivoire
Diabate Ardjouman, Benzazoua Asma

This paper explores marketing management strategies adopted by SMEs in Cote d’Ivoire in order to improve their performances. The study adopted an exploratory and descriptive survey research design. The respondents of this study included 50 senior executives, 50 middle-level managers and 100 workers in Abidjan city, purposively selected from SMEs in service and manufacturing industries. The findings of this study revealed that there is a high level of awareness of the significance roles played by marketing management strategies in the performance of SMEs; that adoption of technology in marketing management strategies can be mainstreamed into SMEs development agenda and that marketing management strategy is a veritable tool for sustainable development of SMEs. Out of these findings, the study recommends that leaders of SMEs implement and formulate policies that will enhance the deployment and development of new marketing management strategies with the aim of bridging the gap in the management of SMEs in Cote d’Ivoire.

Full Text: PDF