Why not give small- and medium-sized enterprises a copy of Kotler and Keller’s textbook?

Guarduno (2021) framed her study of understanding the cause of poor marketing strategies by small- and medium-sized enterprises in Texas by looking to research in the following countries –

• China
• Nigeria
• Northern & Southern Europe
• South Africa
• Germany

As someone who has lived in Texas for 6 of the last 40 years, I would argue the State of Texas is ahead of most of Northern and Southern Europe in development and Nigeria! But I digress…

The emerging scholar followed the traditional yet questionable, semi-structured “Q&A” format found at online universities. Interviews were performed using 18 participants who identified themselves as owners or managers of a business and chose their respective business’s marketing strategy. While a range of business start dates (1988-2020) was provided, no information was reported about the marketing education or experience of the participants. Perhaps the people interviewed who started/managed the company, and led its marketing efforts don’t know what they’re doing?

Guarduno summarized all of her findings as aligning with prior research –

• Marketing skills and knowledge, along with financial resources, are essential to implement an effective marketing strategy.

• External factors, such as the economy, firm location, competition, and the supply chain, also influence success.

For the non-marketers following this blog: Follow the four P’s (Product, Price, Place, Promotion), perform a SWOT analysis, and, buy a copy of the Phil Kotler and Kevin Keller Marketing Management textbook.

I question the need for the study.

Reference:

Guarduno, C. (2021). Determinants of small and medium-size enterprises selection of marketing strategy (Doctoral dissertation). ProQuest Dissertations & Theses Global: The Humanities and Social Sciences Collection. (28545470)