Abstract: The purpose of this paper was to investigate the concept of innovative marketing and how it manifests itself in the context of small‐to medium‐sized enterprises. This paper also helps to find out certain challengers faced by the SMEs. The literature relating to the characteristics of SMEs, and innovative marketing are reviewed to identify the key elements of innovative marketing and SMEs. This research and the key elements identified contribute to an overall conceptualisation of innovative marketing for SMEs.
Keywords: SMEs, MSME, Innovation.
Title: Small and Medium Sized Enterprises (SMEs) and Innovative Marketing
Author: Aravind A, Ashil George
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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