Marketing Practices and Their Effects on Firm’s Performance: Findings from Small and Medium Sized Catering and Restaurants in Karachi

  •  Arsalan Mujahid Ghouri    
  •  Naveed Ur Rehman Khan    
  •  Muhammad Abdul Malik    
  •  Ambreen Razzaq    


Marketing should be called as the competitive edge of every business. Marketing practices are differing from
continent to continent, countries to countries, cities to cities and sector to sector in relation with social, cultural and
economic backgrounds. The differentiation among space, time and effectiveness of marketing practices could be
the distinction for any firm or business in particular environment. Different approaches of marketing planning and
practices are used in different phases of the company’s life.
In Karachi, majority of small businesses and even some big corporate companies involved in peculiar marketing
practices. In this study the Marketing benefits, its role and results are addressed in the context of Restaurant and
Caterers business. The objective of the study is to determine the effects of existing marketing practices of
restaurant and catering businesses on their performance and their commerce. The aim of this study is to analyze the
vague marketing practices and its effect on restaurant and catering business and their performance in Karachi.

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