Integrated Marketing Communication and Perception of Small Scale Entrepreneurs in Manufacturing and Service Sector Industries

Abstract

Integrated Marketing Communication (IMC) is one of the most important communications trends adopted by companies in the last decade. With an increase in global competition, technological advances, and more informed customers, it is important for businesses to make a powerful impact on target audiences and markets. IMC is one such step toward an integrated approach to achieving efficiency by synergy. A small business marketing communication approach is essential to the strategic, consistent growth of an entrepreneurs and business. Small Business marketing by the entrepreneurs consist of those business activities that relate directly to target markets and preparing, communicating and delivering some bundle of satisfaction to the target markets. In this context, Integrated marketing communication approach and tools proves very significant to the entrepreneurs. The purpose of this study is to analyze, understand and compare the perception of integrated marketing communication held by entrepreneurs across small scale industries in manufacturing sector and Service sector in India. This study analyses the perception of small entrepreneurs regarding whether the approach and tools of IMC have impact on their promotional activities or on promotion mix strategy. The findings of this study tended to support the approach and model of integrated marketing communication. This study suggests that IMC has become accepted practice of the small entrepreneurs also in both the manufacturing and service sector as well. Although many entrepreneurs may not be fully using IMC as a management strategy, this study suggests widespread support for the idea. There may be uncertainty among some about what IMC is and what purpose it serves. Others, who are supportive of IMC, may be uncertain or unable to implement the strategy.