[Survey] About 40% of SMEs Have a Dedicated Marketing Department, While Resource and Strategy Issues Emerge | Survey on Marketing Systems and Outsourcing Utilization in SMEs

AI Summary (NQ-processed)

A survey of 200 marketing managers at Japanese SMEs revealed that while 38% have dedicated marketing departments, many struggle with resource shortages, insufficient strategy design, and a lack of specialized knowledge. Outsourcing is utilized by 60.5% but often focuses on strategy rather than execution, with common complaints including low feasibility of proposed measures and poor business understanding from partners. The findings highlight the need for SMEs to carefully define in-house vs. outsourced roles for effective marketing operations.