Marketing em empresas de micro e pequeno porte: um estudo bibliográfico.

Abstract

The present work discusses how marketing is effective in promoting prominence and market competition within the scope of micro and small businesses in contemporary society. The aim of this study is to investigate how micro and small businesses use marketing. The applied methodology involved a bibliographic mapping on the SPELL website using the keywords that make up this study, from which ten articles were selected for analysis. Therefore, the study is characterized as exploratory and descriptive with a qualitative approach. One of the main contributions of this work is to highlight the relevance of digital marketing, which proves to be accessible and efficient for micro and small businesses. Additionally, the research emphasized the importance of relationship marketing for customer loyalty, an important attribute for creating lasting bonds in the competitive market.