International Journal of Research in Finance and Marketing

The paper acknowledges that SMEs (small and medium-sized enterprises) cannot do conventional marketing because of the limitations of resources which are inherent to all SMEs and also because SME owner/managers behave and think differently from conventional marketing decision-making practices in large companies. In this context the discussion focuses on SME characteristics and how these impact upon marketing characteristics within SMEs. This paper searches for “alternative” marketing approaches which are applicable to Kenyan SMEs. A global outlook is sought to try and find out variables which warrant a probe in a Kenyan situation. This exposes networking; innovative marketing and word of mouth communication as the tools or approaches for carrying out meaningful marketing for SMEs in Kenya.