期刊名称：Academic Journal of Business, Administration, Law and Social Sciences
印刷版ISSN：2410-3918
电子版ISSN：2410-8693
出版年度：2016
卷号：2
期号：1
出版社：IIPCCL
摘要：Due to structural differences amongst the large enterprises as well as, small and mediumenterprises, from different authors and marketing specialists it has been observed thatmarketing applied to SMEs should be adapted, especially in marketing mix. In Kosovo, thenumber of SMEs is also high and in the past period were made institutional efforts in order tosupport these enterprises by developing a wide range of measures and activities to help theirdevelopment, with the aim of increasing employment in the country and economicdevelopment. In this paper we will address the disparities between SMEs and other enterprisesthat affect the application of marketing different from the traditional. Development of SMEsis undergoing an analysis through life cycles of the enterprise, but it also can be found simplyin any stage such as that of growth, stagnation or fall, and this dictates the application ofappropriate marketing mix that responds to the market movements. Based on the researchdone, it appears that there are more limiting factors for the application of marketing to thesecompanies, such as poor acquaintances of the owners/managers for marketing. This made itnecessary to find some innovative methods and modes of marketing actions on SMEs, whichis a task that should be learned and adopted from their managers. It is normal that a modelcould be applied if we recognize the needs of consumers and the market, this making it possibleto create a field for a specific marketing application also to SMEs in Kosovo
