الاتصالات التسويقية المتكاملة بالمشروعات الصغيرة والمتوسطة وعلاقتها بتسويق العلامة التجارية لها

The study aimed to explore the fundamental concepts of integrated marketing communications and its role in achieving brand marketing objectives, examine the impact of integrated marketing communications on brands in small and medium-sized enterprises (SMEs), and understand the role of brand development in increasing production volume. It also aimed to investigate the role of integrated marketing communications in marketing SMEs and attracting new customers. The study employed a descriptive methodology.

The study was conducted on a sample of 266 SMEs in Beni Suef Governorate, employing approximately 1,542 individuals across various roles. A questionnaire was distributed to the sample population in the industrial areas of Beni Suef Governorate.

The study revealed that the sample had a moderate understanding of the significance of integrated marketing communications in enhancing brand image and boosting product sales. Mobile marketing was found to have no impact on customer loyalty. The sample showed limited conviction in online marketing due to the nature of the projects and their target customers. Moreover, SMEs allocated adequate funds for advertising, though financial constraints were a limiting factor. The study also highlighted the lack of dedicated public relations departments as a key channel for disseminating information and ideas about the companies due to the associated financial cost. Furthermore, the use of modern technological tools (phone, email, and websites) to gauge customer feedback was scarce among SMEs.