MSMEs-Strategic Marketing

  • R. SrinivasanEmail author
  • C. P. Lohith
Part of the India Studies in Business and Economics book series (ISBE)


Strategic marketing plan adopted by most of the Indian MSMEs do not go beyond the formulation of mission-vision statements. Most of the time, this move will not help the firm to obtain the expected success. An effective strategic plan needs a MSME to have an action plan covering long-term objectives derived from its mission-vision statements. In spite of knowing the importance of strategic marketing, most of the Indian organizations devote less time towards implementing this at the organizational levels. It is very high time that now this can be practically implemented to see the drastic improvement. Planning for strategic marketing will definitely result in rapid changes which yields a huge success for any MSME.

The key takeaways for the reader from this chapter are listed below
  • Strategic marketing in MSMEs: Theory and Trends

  • Need of Strategic marketing for Indian MSMEs

  • Objectives of carrying out Strategic marketing by Indian MSMEs


Strategic marketing New products Firm performance Marketing mix Customer relationship management Competitive advantage 


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Copyright information

© Springer Nature Singapore Pte Ltd. 2017

Authors and Affiliations

  1. 1.Department of Management StudiesIndian Institute of ScienceBengaluruIndia
  2. 2.Department of Mechanical EngineeringSiddaganga Institute of TechnologyTumakuruIndia

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