Resumen

ESTRADA-LOPEZ, Hilda  y  VILLANUEVA-IMITOLA, Andrés. EFFICIENCY, INNOVATION AND PLANNING OF MARKETING MANAGEMENT IN SMEs. Telos [online]. 2026, vol.28, n.1, pp.68-77.  Epub 05-Mayo-2026. ISSN 2343-5763.  https://doi.org/10.36390/telos281.07.

The purpose of the study was to evaluate the state of development of marketing management in 87 SMEs in Barranquilla (Colombia). The methodology used was the Modernization Model for the Management of Organizations (MMGO), from the EAN University (School of Business Administration, according to its Spanish acronym). Among the results are: A high correlation was established between innovation and knowledge, and the state of development of marketing management. With a multiple regression model, it was found that strategic planning and innovation can explain the state of development of marketing management. These factors are related and, when worked on together, can drive company growth. No significant relationship was found with the other components of the model such as logistics and environment. Evaluated entrepreneurs focus more on production than on the market but exhibit achievements in customer service. Associations and academia can encourage innovation to increase efficiency by using resources in the most efficient way; making known the usefulness of market research to understand the benefits perceived by clients and their proposals for change to materialize them in innovation. In congruence with neo-Schumpeterian theory, all efforts made to strengthen innovation will also improve the company's general competitiveness. The MMGO tool helps to make a diagnosis in aspects such as planning to design strategies that improve the relationship with the market.

Palabras clave : SMEs; marketing management; efficiency; innovation; planning.

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