Implementasi Komunikasi Pemasaran Terpadu sebagai Penyampai Pesan Promosi Usaha Kecil Menengah (UKM) di Indonesia

Abstract

Recently, Integration Marketing Communications (IMC) approach to marketing communications planning and strategy is being adopted by both large and small companies and has become popular among firms marketing consumer products and services as well as business to business marketers. It is interesting to observe how the IMC approach has been implemented by small and medium sized companies in Indonesia. The difference of small-medium sized companies’ and large companies’ characteristics lead to the difference of marketing communications implementation, especially by using the IMC approach. So this article tries to show the implementation of IMC approach in Indonesia’s small and medium companies.

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