Nthenge, Daniel Mulinge2024-03-192016-05-112024-03-192016-01-012413-7847https://repo.pacuniversity.ac.ke/handle/123456789/575.2Small and medium sized business experience has enabled many big companies to flourish. Studies have established that currently, many school leavers have found these businesses a major stepping-stone to counter long periods wasted before job acquisition or before any further training. This study aimed at investigating the relationship between marketing practices adopted by small and medium enterprises (SMEs) in Makueni County, Kenya, and the firms’ performance in the clothing and footwear sector. The data for this study was collected using a structured questionnaire comprising both open-ended and close-ended questions. The questionnaire was administered through personal interviews with respondents who were owners of clothing and footwear stalls or shops in Makueni County. The data collected was analysed using descriptive statistics, correlation and regression analyses. Both hypotheses were rejected as only one variable of hypothesis one was supported since hypothesis one is depending upon seven variables, the fifth variable (advertising) shows the significant relationship with firm’s performance. Hence, the study recommends that clothing and footwear firms should adopt new strategies, which may help to overcome the lacking in their marketing activities, which have overall impact on firm’s performance.enmarketing practicesfirm performancesmall and medium enterpriseArticle