Critical Success Factors for Sustainable Marketing: A Strategical Framework Using Key Performance Indicators in Small and Medium Enterprises (SMEs) Businesses in Oman
Ayman Nasser AL Shukri,
Syuhaida Ismail
Abstract:Small and medium enterprises (SMEs) have limited employees, resources, and assets below a certain threshold. Many Oman's SMEs exited and disconnected their business in 2020 due to the absence of marketing planning and strategy and their inability to formulate strategic marketing plans due to the lack of financial liquidity from investors. This paper aims to develop a framework for marketing strategic planning for Omani SMEs by identifying the current marketing strategies, examining critical success factors (CS… Show more
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