Marketing strategies are the indispensible part in the functioning of any organization. It has got its importance due to the extraneous factors associated with the marketing functions. A company can be best positioned in customers mind with a rigorous and varied marketing strategy. A successful marketing strategy is the result of careful marketing research conducted efficiently in order to seek solution for any predetermined problem. A marketing problem primarily revolves around the components of marketing mix. Today the increasing scope of marketing function has even enhanced the scope of problem areas. SME's the nicked name of Small and Medium scale Industries today, have increased upon their contribution in process of industrialization than some prior decades. The SME's are changing upon their pattern of operations and industry functions in order to be more competitive and endurance in the industry. Today due to globalization its role has contributed to a huge scale in influencing the distribution and marketing strategies in industries. The aim of this paper is to review and compare the previous and recent marketing strategies in small and medium industries, as in comparison to previous times the awareness and reactivity of SME's towards market have increased to a great extent. The study would facilitate in developing an understanding of the changing outlook of SME's towards market orientation. Research illustrates that SMEs in pursuit of organizational goals do not adopt the marketing concept to the same extent as larger firms. The source of information used for the study was secondary data sources. After getting the insights of the data it can be understood that during early period of time, the SMEs were not focusing much on marketing function due to several constraints of capital, technology and lack of marketing orientation. But with the introduction of Information Technology, internet, media and many more their outlook towards marketing has changed to a great extent.
Marketing Strategies, SME's, marketing, industry, customer
