Integrated Marketing Communications and Marketing Performances of Small Medium-Sized Enterprises (A Study on Food and Beverages SMEs, Northern Malaysia)

The main objective of this study is to examine the influence between integrated marketing communications toward marketing performances. In order to measure that, five dimensions of integrated marketing communications management which were interactivity, mission marketing, organizational infrastructu...

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Main Author:	Syahputra,
Format:	Thesis
Language:	eng eng
Published:	2012
Subjects:	HB615-715 Entrepreneurship Risk and uncertainty Property
Online Access:	https://etd.uum.edu.my/3216/1/SYAHPUTRA.pdf https://etd.uum.edu.my/3216/4/SYAHPUTRA.pdf
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id	my-uum-etd.3216
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Saputra, Ruswiati Surya
topic	HB615-715 Entrepreneurship Risk and uncertainty Property
spellingShingle	HB615-715 Entrepreneurship Risk and uncertainty Property Syahputra, , Integrated Marketing Communications and Marketing Performances of Small Medium-Sized Enterprises (A Study on Food and Beverages SMEs, Northern Malaysia)
description	The main objective of this study is to examine the influence between integrated marketing communications toward marketing performances. In order to measure that, five dimensions of integrated marketing communications management which were interactivity, mission marketing, organizational infrastructure, strategic consistency and planning and evaluation were used. While, only one marketing performance dimension were used for marketing performances. Data were gathered through questionnaire survey on food and beverages small medium-sized enterprises in Northern Malaysia (Pulau Pinang, Kedah, and Perlis). Correlation and regression analysis were used to examine influence of between integrated marketing communications management toward marketing performance. The results indicated that all dimensions of integrated marketing communications management are not significant influence toward marketing performance. Moreover, the results showed that there is relationship between three dimensions of integrated marketing communications (interactivity, mission marketing, and organizational infrastructure) toward marketing performances. The findings from this study will help the small medium-sized enterprises to seriously look at the importance of integrated marketing communication to boost their marketing performances. It would be a promising topic to study IMC in Malaysian SMEs to find further insights and approaches to implement IMC efficiently. By undertaking this study, we can counter the rapidly changing integrated marketing communications environment effectively.
format	Thesis
qualification_name	masters
qualification_level	Master's degree
author	Syahputra, ,
author_facet	Syahputra, ,
author_sort	Syahputra, ,
title	Integrated Marketing Communications and Marketing Performances of Small Medium-Sized Enterprises (A Study on Food and Beverages SMEs, Northern Malaysia)
title_short	Integrated Marketing Communications and Marketing Performances of Small Medium-Sized Enterprises (A Study on Food and Beverages SMEs, Northern Malaysia)
title_full	Integrated Marketing Communications and Marketing Performances of Small Medium-Sized Enterprises (A Study on Food and Beverages SMEs, Northern Malaysia)
title_fullStr	Integrated Marketing Communications and Marketing Performances of Small Medium-Sized Enterprises (A Study on Food and Beverages SMEs, Northern Malaysia)
title_full_unstemmed	Integrated Marketing Communications and Marketing Performances of Small Medium-Sized Enterprises (A Study on Food and Beverages SMEs, Northern Malaysia)
title_sort	integrated marketing communications and marketing performances of small medium-sized enterprises (a study on food and beverages smes, northern malaysia)
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2012
url	https://etd.uum.edu.my/3216/1/SYAHPUTRA.pdf https://etd.uum.edu.my/3216/4/SYAHPUTRA.pdf
_version_	1783729367222845440
spelling	my-uum-etd.32162023-10-16T04:07:48Z Integrated Marketing Communications and Marketing Performances of Small Medium-Sized Enterprises (A Study on Food and Beverages SMEs, Northern Malaysia) 2012-06 Syahputra, , Saputra, Ruswiati Surya Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HB615-715 Entrepreneurship. Risk and uncertainty. Property The main objective of this study is to examine the influence between integrated marketing communications toward marketing performances. In order to measure that, five dimensions of integrated marketing communications management which were interactivity, mission marketing, organizational infrastructure, strategic consistency and planning and evaluation were used. While, only one marketing performance dimension were used for marketing performances. Data were gathered through questionnaire survey on food and beverages small medium-sized enterprises in Northern Malaysia (Pulau Pinang, Kedah, and Perlis). Correlation and regression analysis were used to examine influence of between integrated marketing communications management toward marketing performance. The results indicated that all dimensions of integrated marketing communications management are not significant influence toward marketing performance. Moreover, the results showed that there is relationship between three dimensions of integrated marketing communications (interactivity, mission marketing, and organizational infrastructure) toward marketing performances. The findings from this study will help the small medium-sized enterprises to seriously look at the importance of integrated marketing communication to boost their marketing performances. 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Integrated Marketing Communications and Marketing Performances of Small Medium-Sized Enterprises (A Study on Food and Beverages SMEs, Northern Malaysia)

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