Integrated Marketing Communications and Marketing Performances of Small Medium-Sized Enterprises (A Study on Food and Beverages SMEs, Northern Malaysia)

• 主要作者: Syahputra, ,
• 格式: Thesis
• 语言: English; English
• 出版: 2012
• 主题: HB615-715 Entrepreneurship. Risk and uncertainty. Property
• 在线阅读: https://etd.uum.edu.my/3216/1/SYAHPUTRA.pdf; https://etd.uum.edu.my/3216/4/SYAHPUTRA.pdf; https://etd.uum.edu.my/3216/

The main objective of this study is to examine the influence between integrated marketing communications toward marketing performances. In order to measure that, five dimensions of integrated marketing communications management which were interactivity, mission marketing, organizational infrastructure, strategic consistency and planning and evaluation were used. While, only one marketing performance dimension were used for marketing performances. Data were gathered through questionnaire survey on food and beverages small medium-sized enterprises in Northern Malaysia (Pulau Pinang, Kedah, and Perlis). Correlation and regression analysis were used to examine influence of between integrated marketing communications management toward marketing performance. The results indicated that all dimensions of integrated marketing communications management are not significant influence toward marketing performance. Moreover, the results showed that there is relationship between three dimensions of integrated marketing communications (interactivity, mission marketing, and organizational infrastructure) toward marketing performances. The findings from this study will help the small medium-sized enterprises to seriously look at the importance of integrated marketing communication to boost their marketing performances. It would be a promising topic to study IMC in Malaysian SMEs to find further insights and approaches to implement IMC efficiently. By undertaking this study, we can counter the rapidly changing integrated marketing communications environment effectively.