Strengthening Marketing Strategies for Micro, Small, and Medium Enterprises through Integrated Training

Aurelia, Trixie Carletta Sandra and Martusa, Riki and Meythi, Meythi and Agustina, Lidya (2025) Strengthening Marketing Strategies for Micro, Small, and Medium Enterprises through Integrated Training. International Journal of Innovative Technologies in Economy (3). ISSN 2414-1305

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Abstract

This article discusses the importance of strengthening marketing strategies for Micro, Small, and Medium Enterprises (MSMEs) in rural areas, particularly through an integrated training approach that focuses on improving understanding of basic marketing concepts. In villages, MSMEs still rely on traditional marketing methods that are limited to social networks and the local environment, making it a major challenge to expand their markets to a larger scale. The lack of technology utilization, inadequate education, and limited access to information are the main barriers for MSMEs in adopting more effective modern marketing strategies. To date, the marketing theories discussed include understanding the concepts of needs, wants, and demand. The importance of market segmentation and the marketing mix are 4P (Product, Price, Place, Promotion) and 3P (People, Process, Physical Evidence). The application of these theories also emphasizes that MSMEs need to understand local consumer behaviour, build a strong brand identity, and leverage social media and digital platforms to expand their market reach. Through structured training involving collaboration between universities and communities, it hoped that MSMEs can improve their institutional performance, strengthen customer relationships, and sustainably contribute to overall local economic growth.

Item Type:	Article
Contributors:	Contribution Contributors NIDN/NIDK Email Author Aurelia, Trixie Carletta Sandra UNSPECIFIED UNSPECIFIED Author Martusa, Riki Martusa UNSPECIFIED UNSPECIFIED Author Meythi, Meythi UNSPECIFIED UNSPECIFIED Author Agustina, Lidya UNSPECIFIED UNSPECIFIED
Uncontrolled Keywords:	MSMEs, Marketing Strategies, Integrated Training, Digital Marketing, Local Economic Growth
Subjects:	H Social Sciences > H Social Sciences (General)
Depositing User:	Perpustakaan Maranatha
Date Deposited:	04 Sep 2025 10:45
Last Modified:	04 Sep 2025 10:45
URI:	http://repository.maranatha.edu/id/eprint/34698

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