Resumo

FRANCO RESTREPO, Juan Gonzalo; RESTREPO RESTREPO, Juan Carlos  e  SANCHEZ GIRALDO, Juan Carlos. Marketing management: a competitiveness contribution to small enterprises in the services sector in Medellin, Colombia. Pensam. gest. [online]. 2014, n.37, pp.150-174. ISSN 2145-941X.

Within the context of the distinct changes caused by the globalization phe-nomenon, there is a strong competitive rivalry in several economic sectors. Small companies face real obstacles in order to be competitive. This paper studies the marketing management process contribution to the small service companies' competitiveness in order to explore its concept from an economic perspective through the theory of resources and capabili-ties. This paper has a quantitative focus in which the deductive method is used in the outcome interpretation phase and theoretical construction. The services offer in Medellín sometimes meet effectively the needs and likes of a more increasing and demanding market, which leads to a marketing associated problem.

Palavras-chave : Competitiveness; Management marketing; resources; capabilities.

        · resumo em Espanhol     · texto em Espanhol     · Espanhol ( pdf )