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Research Paper | Management | Indonesia | Volume 4 Issue 4, April 2015
Relationship between Integrated Marketing Communications Management and Marketing Performance of Small Medium Enterprise in Malaysia
Abstract: 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 small medium-sized enterprises in Northern Malaysia (Pulau Pinang, Kedah, and Perlis). 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.
Keywords: Integrated Marketing Communications, Marketing Performances, Small medium sized Enterprises
Edition: Volume 4 Issue 4, April 2015,
Pages: 2009 - 2013