Abstract
The intention of this paper is to discover and empirically test the knowledge gap exist with regard to the role that integrated marketing communication (IMC) plays in the enhancement of SMEs growth. A quantitative approach is followed in this paper, with a questionnaire as the research instrument and questionnaire items established through a literature review. A sample of 374 SMEs owners/managers agreed to complete the questionnaire. In order to give a descriptive overview of variables relevant to the objectives of the study, a Cronbach test was performed. Certain ability in marketing communication by SMEs was evident from the sample. However, very few marketing communication tools are fully applied in order to enhance SMEs growth. A significant starting point, in attaching importance to the role of IMC enhancement of SMEs growth, is constituted by this paper’s sample, even though it is restrictively small. Practitioners may, from this paper, understand where intervention guidelines are needed, in order to improve an IMC plan needed for SMEs. Compared to previous research done on large company practices, this paper represents an original trial to empirically apply the marketing communication approach within SMEs.
Highlights
According to Polyorat (2014), integrated marketing communication (IMC) is considered an attempt to integrate and synthesize its promotional mix, which includes advertising, sales promotion, public relations, personal selling, and event and direct marketing
These tools were highlighted by a large number of the respondents as the IMC tools most used by SMEs, which might explain the increase of their popularity and growth
Economic was considered by 279 respondents (75 percent) and competition by 278 respondents (75 percent) as the most influential factors affecting the use of IMC in support of SME growth
Summary
According to Polyorat (2014), integrated marketing communication (IMC) is considered an attempt to integrate and synthesize its promotional mix, which includes advertising, sales promotion, public relations, personal selling, and event and direct marketing. Many authors, such as Keller (2001), stress that marketing communications denote the means through which companies can initiate an interchange with customers and other stakeholders about various company issues, including their products and service offerings. It has been indicated that the measuring of the effectiveness of a communication mix is neglected, along with analysis of the effect of using a specific marketing communication activity on different business performance determinants (Mumel, Hocevar & Snoj (2007). Compared to 50, 30 or perhaps even as few as 10 years ago, the marketing communications environment has changed considerably from what it was, according to Keller (2009), who attributes this to fundamental changes in the way the world communicates and interrelates, brought about by new, emerging technology. Keller (2010) holds that marketers must understand what various marketing communication options have to offer and how to best combine these to optimize their marketing communication programs
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