Show simple item record Ramasobana, M. 2017-11-15T12:46:20Z 2017-11-15T12:46:20Z 2017
dc.identifier.isbn 978-620-73782-1 (Print)
dc.identifier.isbn 978-0-620-73783-8 (e-book)
dc.description Journal article, Published in International Conference on Public Administration and Development Alternatives (IPADA), The 2nd Annual Conference on ‛‛ The Independence of African States in the Age of Globalisation”, July 26-28, 2017 en_US
dc.description.abstract This study investigated marketing communication and the performance of SMEs. Quantitative research methodology was used in this study. SMEs located in Polokwane Local Municipality in Limpopo Province, South Africa were considered for this study. The study used convenience sampling and snowball sampling methods because; there was no defined population frame of SMEs in the research area. One hundred and sixty SMEs participated in the study. The researcher used structured self-administered questionnaire to collect data. The questionnaire was developed by the researcher after a thorough review of literature on marketing communication strategies and SMEs. Pearson Chi-Square and descriptive statistics were used to analyse data. The Cronbach’s alpha test was used to measure reliability of the questionnaire items. This study revealed that the use of traditional marketing and the use of guerrilla marketing communication strategies increase the sales and profit of SMEs. However, it does not necessarily contribute to the employment of additional employees. The combination of the two marketing communication strategies yields better results for SMEs in terms of performance as compared to when used individually. Recommendations proposed included marketing subsidies from the government which have a potential to reduce unemployment because SMEs will now be able to employ marketing personnel using the financial resources from the government en_US
dc.format.extent 8 pages en_US
dc.language.iso en en_US
dc.publisher International Conference on Public Administration and Development Alternatives (IPADA) en_US
dc.relation.requires Adobe Acrobat Reader en_US
dc.subject Marketing communication en_US
dc.subject Performance en_US
dc.subject Small micro and medium-sized enterprises en_US
dc.subject.lcsh Advertising -- South Africa -- Limpopo en_US
dc.subject.lcsh Communication in marketing -- South Africa -- Limpopo en_US
dc.subject.lcsh Marketing -- South Africa -- Limpopo en_US
dc.subject.lcsh Small business -- South Africa -- Limpopo en_US
dc.title Marketing communication and the performance of small and medium enterprises in Polokwane Local Municipality en_US
dc.type Article en_US

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