Abstract:
The study examined the effects of firm level characteristics on marketing effectiveness among Micro and Small Enterprises in Kitui County in Kenya, The study was conducted on the basis of Resource, Human capital theories, Dynamic capabilities and Technology diffusion theory. The research used cross sectional survey. The target population was 3,200 Micro and Small Enterprises in Kitui County in the main sub-counties of the County. the study found that financial resources, human resources, firm size, manegerial skills and technology positively influences marketing effectiveness among micro and small enterprises in Kitui County