Insights about Integrated Marketing Communication in Small- and Medium-Sized Italian Enterprises

Abstract

The paper investigates if and how integrated marketing communication (IMC) has been implemented by Italian small-and-medium-sized enterprises (SMEs). Three case studies about small and-medium Italian enterprises analysis are carried out: three small and-medium enterprises in different industries through interviews and document analysis. The article highlights the fact that small-and-medium-sized Italian enterprises implement marketing communication using a flexible approach. The most widespread communication purpose is to activate dialogues and new connections with their stakeholders and the most used communication tools are participation in fairs, sponsorships and events, but the very emerging tool is online communication: digital and social media. Despite the small number of cases included, the paper is to be considered as a starting point for a further quantitative investigation on this topic. The research shows that SMEs managers tend to adapt IMC in order to grasp opportunities on the market, rather than planning and communicating the values related to the product in an integrated way. This point ought to be taken into account to start an exchange of practices between managers and professionals in the marketing communication field.

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