This document provides an overview of marketing strategies and considerations for small and medium-sized enterprises (SMEs). It discusses two perspectives of marketing: marketing research/analysis and marketing communications. It notes that SME marketing tends to be less formalized and more product-focused than large companies. Both top-down and bottom-up approaches to marketing are presented. The document also covers gathering marketing information on industries, competitors, and customers; conducting primary and secondary research; defining target groups; and considering B2C versus B2B differences. Customer relationship management (CRM) systems and the importance of customer retention are also discussed.