Abstract:
A subject that concerns different scholars and
practitioners is what approach to marketing planning is
best for Small and Medium Sized Enterprises (SMEs)?
Depending on the manager’s style/ability and business
domain, there are examples in which marketing plans are
neither explicitly stated, nor written, while others are
noted down, have clear objectives, specific actions and
perceivable budgets. Either way, each approach (formal
or informal) shows a profitable enterprise. Our research
objective is to shed some light upon Maltese SMEs
manager’s approach to marketing planning, by
investigating the relationship between marketing
activities, firm size and field of business.
