THE ANALYSIS OF THE RELATIONSHIP BETWEEN MARKETING STRATEGIES 
AND THE PERFORMANCE OF SMALL AND MEDIUM SIZED BUSINESSES IN ROMANIA

Carmen Adina Paştiu, University of Alba Iulia, Romania
Maria Mureşan, University of Alba Iulia, Romania

ABSTRACT: In this current study our aim was to analyze the marketing tactics, namely the
strategic planning, market segmentation, correlation between the marketing activities and the
firms’ performances, as well. In this context, we intended to examine both the marketing practices
and the associations between practices and performance. The marketing policy implies all the
main aspects of the processes concerning the supply, dispatch, research-development and
supervision of products consumption behavior. Its realization is being done by the marketing
strategy.

KEYWORDS: small and medium sized firms; marketing strategy; performance; market segmentation

JEL CODES: M31