SME Marketing Mix Standardization in the B2B Market

Abstract

This paper examines SMEs price and product policy interdependencies in relation to a standardized marketing management approach. The methodology is based on four site cases with consulting companies and internal marketing departments of German SMEs, realized through 14 semi-structured indepth interviews. This study shows that a structured marketing mix is the basis for marketing-mixmanagement success. This paper links the perspectives of behavioural interdependencies and SME stakeholders’ strategic flexibility on the identification of mix-policies. This study suggests how to identify mix policies and their interdependencies and how to manage a structured marketing mix successfully.