TAILIEUCHUNG - Impact of integrated marketing communications mix (IMCM) in small to medium enterprises (SMEs) in Zimbabwe as a marketing tool

When asked about purchase of counterfeit goods over the last twelve months, the most commonly purchased were music ( per cent of the entire sample), films ( per cent of the entire sample), and fashion items ( per cent of the entire sample). This is consistent with the products identified as providing the most lucrative markets for counterfeiters as outlined in the introduction. For the entire sample, downloading of pirated files was less common with 14 per cent having downloaded illegal music tracks, 6 per cent whole albums and 5 per cent films or TV programmes. . | Research in Business and Economics Journal Impact of integrated marketing communications mix IMCM in small to medium enterprises SMEs in Zimbabwe as a marketing tool Catherine Mazwi R. Tsikirayi University of Zimbabwe Blessing Muchenje University of Zimbabwe Zodeac Katsidzira University of Zimbabwe ABSTRACT The SME sector in Zimbabwe has assumed greater importance as the main employer of the displaced workforce as well as being the main contributing sector to the economy of the country as supplier of essential goods and services. However the many players in this sector do not seem to appreciate the critical role played by the marketing communications mix in getting their products and services to the market and making the potential customers aware of these products and services the quality and benefits of the offerings. While the subject of IMCM in general has been extensively covered there has not been a direct study relating to SMEs in Zimbabwe. However the study will focus mainly on the effectiveness of adopting IMCM in small enterprises not the minute details of the various elements of the IMCM. Keywords Small to medium Enterprises SMEs Integrated Marketing Communications Mix Promotion Advertising Sales Promotions Personal selling Direct marketing Public relations. Ả 1 Research in Business and Economics Journal INTRODUCTION Small and medium enterprises play a major role in both the developing and developed world. They are regarded as the engine of economic growth globally Amin and Banerjee 2007 . Madsing 1997 says that small and medium enterprises SMEs are responsible for 65 of employment and 57 of Gross Domestic Product GDP within the UK. SMEs make a major contribution to private sector output and employment Storey 1994 . They play tremendous roles in the provision of goods and services employment generation and they enhance competition and entrepreneurship. They contribute to the Gross Domestic Products GDPs of many countries and create a better standard of .

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