La Mercadotecnia como herramienta estratégica en las Micro y Pequeñas Empresas para el éxito empresarial

Marketing represents an essential tool for the growth and sustainability of micro and small enterprises [MSEs], especially in contexts of high competition and limited administrative capacity, where the application of marketing strategies has an impact on the success of MSEs. The findings of this study reveal that the structured use of management tools, including the marketing mix, positively correlates with better financial results and business perception.