Modeling Integrated Marketing Communications for SME Environments

View Sample PDF

Copyright: 2019
Pages: 30
Source title: Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities
Source Author(s)/Editor(s): Muhammad Sabbir Rahman (North South University, Bangladesh), Mahmud Habib Zaman (North South University, Bangladesh)and Md Afnan Hossain (North South University, Bangladesh)
DOI: 10.4018/978-1-5225-7891-8.ch004

Keywords: Business & Management / Business Science Reference / Marketing / Small and Medium Enterprises

Purchase

View Modeling Integrated Marketing Communications for SME Environments on the publisher's website for pricing and purchasing information.

Abstract

This chapter explores the concept and planning of integrated marketing communication (IMC) in the context of the SME environment. The chapter explains the communication process in SME context along with above-the-line, below-the-line, through-the-line channels and different communication tools. Relevant examples and empirical study are addressed in this chapter, and a proper guideline of IMC in the field of SME for the very first time in the area of service marketing is developed. Policymakers, entrepreneurs, and even academicians will get the insights and impactful ideas from this SME context IMC study.

The IRMA Community

Research IRM

Modeling Integrated Marketing Communications for SME Environments

Purchase

Abstract

Related Content

IRMA Sponsors