Publication Details
Abstract
The proposed study will focus on discussing the contribution of marketing approaches namely product, price and promotion and their influence on improving the performance of small and medium enterprises (SMEs) in Baghdad in Iraq. The study employed the descriptive-analytical research design, which involved a literature review and research to categorize, study, and define the theoretical framework. The research was done in small and medium enterprises in Baghdad, where the senior management (company managers and assistant managers) and the middle management (department and division heads) were surveyed using a questionnaire survey. The respondents comprised 45 members of the senior and middle-level managers. Statistical package of the social sciences (SPSS) was utilized to analyze data with the help of correlation coefficients and standard deviation to ascertain the relationship and impacts of the research variables. The findings showed that there is a statistically significant positive relationship between independent variable (product) and its effect on company performance. Also, the findings showed a positive, however, statistically insignificant correlation between the independent variables (price and promotion) and dependent variable (company performance). The research suggests that every small and medium business should concentrate on the aspects of marketing mix, wherein they should be regarded as the main aspects of organizational performance improvement.