Marketing Mix Practices in the Development of Small and Medium Enterprises in the Bolgatanga Municipality, Ghana

Author(s)

Ayamba Emmanuel Caesar , Agyemang Andrew Osei , Oswin Aganda Anaba , Gordon Maayir ,

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Volume 6 - December 2017 (12)

Abstract

This paper attempts to investigate whether the practice of marketing mix aids in the development of SMEs in the Bolgatanga Municipality. Method. The study employed a qualitative, exploratory approach with the aid of questionnaires to gather data from 119 owners of SMEs
Results.Owners of SMEs in Bolgatanga do not see the marketing mix as strategies for building long term customer relationships but as cost to them. They therefore would prefer other personal means of showcasing, communicating and networking with their customers
Conclusion. Although some owners of SMEs embarked on some form of marketing, they had a backward and primitive mindset of marketing mix.  They viewed the marketing mix to be all about promotional sales and advertisement. That is they considered the marketing mix as a mere tactics in support of selling or advertising, rather than as a strategic planning tool needed for the development of the enterprise.

Keywords

Marketing Mix, SMEs, development, Ghana

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