The purpose of this paper is to discover and empirically test the gap between the theory and practice of integrated marketing communications (IMC) in small- and medium-sized enterprises (SMEs). The paper follows a quantitative approach, using the questionnaire technique. Questionnaire items emerged from a literature review and a qualitative step (in-depth interviews). The questionnaire was submitted to a sample of 210 manufacturing firms. Factor and cluster analysis were performed in order to give a descriptive overview of different communication behavioral profiles within SMEs.

SME practice towards integrated marketing communications / Gabrielli, Veronica; Balboni, Bernardo. - In: MARKETING INTELLIGENCE & PLANNING. - ISSN 0263-4503. - STAMPA. - 28 (3):(2010), pp. 275-290. [10.1108/02634501011041426]

SME practice towards integrated marketing communications

GABRIELLI, Veronica;BALBONI, Bernardo
2010

Abstract

The purpose of this paper is to discover and empirically test the gap between the theory and practice of integrated marketing communications (IMC) in small- and medium-sized enterprises (SMEs). The paper follows a quantitative approach, using the questionnaire technique. Questionnaire items emerged from a literature review and a qualitative step (in-depth interviews). The questionnaire was submitted to a sample of 210 manufacturing firms. Factor and cluster analysis were performed in order to give a descriptive overview of different communication behavioral profiles within SMEs.
28 (3)
275
290
SME practice towards integrated marketing communications / Gabrielli, Veronica; Balboni, Bernardo. - In: MARKETING INTELLIGENCE & PLANNING. - ISSN 0263-4503. - STAMPA. - 28 (3):(2010), pp. 275-290. [10.1108/02634501011041426]
Gabrielli, Veronica; Balboni, Bernardo
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11380/708991
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