Marketing techniques and their relation to the characteristics of firms and entrepreneurs: the case of small businesses in the State of Hidalgo, Mexico

Using  marketing  techniques  are  important  in  an  organization,  then  drive  sales  and  retain customers, for this reason it is necessary to study in the context of SMEs. The aim of this study was to determine how small businesses in the state of Hidalgo apply marketing techniques. Type of  market,  market  research,  sales  strategies,  sales  goals,  innovation,  trademark,  studio  image  and pricing  strategies:  To  achieve  the  stated  goal  direct  structured  questionnaire  that  included  the following  items  was  developed.  The same  was  applied  to  a  sample  of  321  companies,  sectors, industry, commerce and services. The main findings of this study allow us to know that these companies are mainly applied: Market research with customer focus, direct personal sales strategies and pricing based on the cost of the product.  We  also  found  a  relationship  between  the  characteristics  of  the  business  and  of  the application of marketing techniques.