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Objective: To analyze the marketing of SMEs with the rapid development with which large obstacles have to be overcome; since globalization causes companies to evolve rapidly and this leads to competitiveness in their environment. Methodology: The application of a questionnaire, the results of which were statistically analyzed through software, which generated responses. Results: The analyzed data reveal that in the companies of the service sector they do not frequently develop strategies based on the phase in which their market is, because the answers were mostly in category 2. Conclusions: SMEs of Service of the Architecture and Construction subsector in Barranquilla do not employ strategic marketing processes, so the planning and organization principle for marketing programs are not relevant to a large extent for the companies that are part of this study.

Marketing estratégico en las PYME de servicio del subsector arquitectura e ingeniería de la ciudad de Barranquilla, Colombia