Marketing models in small and middle business

The article proposes to investigate marketing models in small and medium business by combining the phenomena of entrepreneurial and market orientation (customer orientation). Investigating the nature of entrepreneurial and customer-oriented, the author comes to the conclusion about their compatibility in the successful development of small businesses. The author shows that the success of small and medium-sized businesses is directly related both to the level of customer-orientedness, that is, the ability to establish and develop relationships with buyers, and with the level of its entrepreneurial orientation that provides innovative proactive development and risk taking. The combination of two types of orientation makes it possible to get four types of marketing models in SMEs: the Model of proactive market orientation, the model of reactive customer orientation, the model of entrepreneurial interaction marketing and the model of internal autonomous marketing.