| dc.description.abstract | The purpose of this dissertation was to gain a more profound understanding of the
marketing techniques used by small medium enterprises (SMEs) in Donegal, thus, enhancing
owner/manager’s decision making. By analysing the existing literature it was evident that
research specific to marketing within SMEs was not extensive. Traditionally, marketing
theory has been developed based on studies of larger organisations. This research aims to
be particularly useful to SMEs within Donegal and Ireland, with regards to the usage levels
of marketing and the true value achieved from such usage. A mixed methods approach of
data collection was adopted which included semi-structured interviews with
owner/managers of SMEs in Donegal and questionnaires were conducted at the “Donegal
Enterprise Week” held on the 5th
to 9th
of March 2012. The study’s main focus was on areas
of interest to students and SMEs such as marketing knowledge, perception and
performance. Thus, the importance of marketing and owner/managers opinions are
discussed in order to give a true understanding of the level of marketing undertaken by
SMEs in Donegal. The findings indicated positive feelings towards marketing and showed
that owner/managers play a dominant role in making key decisions. The results also showed
the lack of financial resources SMEs face in Donegal, and also the lack of employing
graduates which was disappointing. A number of areas discussed may help managers in
making some key marketing decisions to aid business performance | en |
