Adoção do planejamento estratégico de marketing nas micro e pequenas empresas: um estudo bibliométrico

Abstract

Micro and small enterprises are considered fundamental to the country's economy, through the decrease in the unemployment rate, in addition to developing new markets, however, many MSE's, due to lack of strategic planning and knowledge about marketing tools, are vulnerable facing the competitiveness of the market, reaching the decline even before its rise. Any business, large, medium or small, needs an effective strategic planning to solidify itself, accentuate itself in the field of activity, and stand out from the competition, as well as knowledge of marketing tools, such as personas analysis that identifies your business. target audience and ways to retain your customer, and SWOT analysis that demonstrates the best opportunities in the company's internal and external environment. Therefore, from the perspective of bibliometric analysis, the objective was to highlight the evolution of research that addresses the subject. In analytical studies, most of the studies showed the need for strategic marketing planning in micro and small companies to ensure their continuity and survival in the market. It is suggested that further studies be carried out in micro and small companies, addressing the behavior of owners and their ways of planning in the face of the market and its changes.