Despite the rich literature concerning the small and medium enterprises (SMEs), few studies have investigated the role of marketing and communication in this type of firms. In order to fill this gap, the paper concerns an empirical research on the organization of the marketing and communication in the SMEs, through an analysis of Italian and English firms, useful to recognize similarities and differences between the two samples. The results of the survey show that SMEs are beginning to recognize the importance of marketing and communication with a massive use of the activities related to them. However, there are differences in the approach to marketing and communication dictated by intrinsic characteristics of these firms e.g. sector, size, etc. This paper compared to previous studies, explore marketing and communication strategies using an empirical research.
Keywords: Marketing, communication, SMEs, Italian firms, English firms, cluster Analysis