Manajemen S-1, Vol. 1 (2013) No. 1

Marketing in Small Medium Enterprises (SMEs): Crafting Industry in Padang

Gesti Permatasari


The purpose of this paper to contribute of undertanding the marketing activites and how the concept of marketing is seen and put into practice in crafting industry specially and Small Medium Enterprises (SMEs) for general. The study was conducted among SMEs in 10 crafting industry  in Padang-SumateraBarat, Indonesia. Using interview to provide a profile of marketing activities in crafting industries in Padang. SME marketers were interested in creating and maintaining customer relationships. The main aim of marketing seemed to be to create sales. Marketing thought and practices cannot be regarded as being uniform within SMEs. The results from 10 Small Medium Enterprises (SMEs) in Padang has variety because of each enterprises has different issues and ways, especially for customer loyalty and promotions. The study offers a little researched area of determining marketing activities within SMEs. It brings empirical evidence of the difference between what SMEs do and theory marketing itself.

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