The experience of SME managers in relation to integrated marketing communication

Abstract

This article aims to contribute to the discussion about the changes generated substantially by the integration of marketing communications in micro, small and medium enterprises of Blumenau and region. The objective is to analyze the entrepreneur's experience in relation to the communications applied to his company and to identify the interrelation between the variables that compose the communication management, to describe the similarities and to present new dimensions of common variability. For the accomplishment of the objectives, an exploratory and descriptive research with quantitative approach was carried out. It was observed that entrepreneurs feel a greater need to invest in communication at the beginning or launch of the company or products, aiming at increasing sales and increasing positive perception about the brand. On the other hand, there is little investment in the area of corporate communication.