This paper is provoked from the ongoing condition of under – or misuse of marketing in SME, regarding the poor understanding of the benefits of marketing planning and the fact that marketing is often seen as a function of the business, rather than as its guiding philosophy. The research does not state that business success is not impossible in the absence of marketing planning, but it does argue that marketing plans can effectively and efficiently be used in SMEs as well as in large companies and that marketing planning is positively associated with companies’ performance…