Менеджмент маркетинга на малых и средних предприятиях

Abstract

The article explores the specific aspects of marketing management in small and medium-sized enterprises (SMEs), highlighting their pivotal role in the economic development of transitional economies, such as the Republic of Moldova. The analysis centers on the significance of digital tools, which are essential for SMEs to adapt to the dynamic market environment effectively. The author underscores that, for small businesses, efficient marketing management is crucial for maintaining competitiveness, particularly given their limited resources and the shortage of qualified personnel. The article presents case studies of three companies from different sectors: Delta SRL (an electric tools retailer), Orbita SRL (a building materials store), and Tavirteh SRL (a plumbing supplier). These examples demonstrate how SMEs can leverage both traditional and digital marketing strategies to attract customers and strengthen their market position. Digital marketing techniques, such as search engine optimization (SEO), social media engagement, and content marketing, are shown to be effective in drawing in new customers, enhancing brand visibility, and fostering meaningful interactions with target audiences. The study emphasizes the continued relevance of traditional marketing methods, such as participation in seminars, training programs, and exhibitions, which contribute to building a loyal customer base. The article concludes by affirming that an integrated marketing approach enables SMEs to remain competitive and responsive to the fast-changing market conditions.