A model based on pre-conceptual schemas for representing the marketing process in Small and Medium Enterprises (SMEs)

Authors

Zapata Tamayo, Andrés Felipe

Zapata Jaramillo, Carlos Mario

Abstract

Small and Medium Enterprises (SMEs) require strategies for adequately implementing their marketing processes. Some models are intended for graphically representing the main elements related to the SME marketing, but such models are syntactically heterogeneous and scarcely detailed, so they are difficult to implement. Consequently, the communicative intention of such marketing processes is difficult to establish for implementation purposes. For this reason, in this paper we propose a representation based on the so-called pre-conceptual schemas in order to take advantage of their syntactic standardized language and their exemplification readiness for implementation purposes. Our model is validated by developing a case study and it is intended to improve the way the marketing process can be implemented in SMEs.