Marketing Practices and Their Effects on Firm’s Performance: Findings from Small and Medium Sized Catering and Restaurants in Karachi
Ghouri, A. M., Khan, N. R., Malik, M. A. & Razzaq, A. (2011). Marketing Practices and Their Effects on Firm’s Performance: Findings from Small and Medium Sized Catering and Restaurants in Karachi, International Journal of Business and Management, 6(5), pp. 251-259.
9 Pages Posted: 4 Apr 2012
Date Written: May 1, 2011
Marketing should be called as the competitive edge of every business. Marketing practices are differing from continent to continent, countries to countries, cities to cities and sector to sector in relation with social, cultural and economic backgrounds. The differentiation among space, time and effectiveness of marketing practices could be the distinction for any firm or business in particular environment. Different approaches of marketing planning and practices are used in different phases of the company’s life.
In Karachi, majority of small businesses and even some big corporate companies involved in peculiar marketing practices. In this study the Marketing benefits, its role and results are addressed in the context of Restaurant and Caterers business. The objective of the study is to determine the effects of existing marketing practices of restaurant and catering businesses on their performance and their commerce. The aim of this study is to analyze the vague marketing practices and its effect on restaurant and catering business and their performance in Karachi.
Keywords: Marketing practices, SMEs, Catering industry, Restaurants, Firm’s performance, Karachi
JEL Classification: L25, L67, M31, M37
Suggested Citation: Suggested Citation