Market Study on Performance of the Marketing Function in Small and Medium Enterprises in Romania

The first small and medium enterprises emerged in Romania in the early 1990s, having retail trade as their main business field. In time the situation evolved by the increase of the numbers of SMEs and by the business field diversification. The number of SMEs in Romania reported to the number of inhabitants is below the EU average. The objective of this paper is to identify the degree of implementation of the Marketing function in small and medium enterprises, in the western area of Romania, in order to identify solutions to improve the economic performance. By conducting an empirical research, the paper brings an insight into the economic reality in the western area of Romania.