Impact of marketing communication mix on business results of SMEs

Department of Industrial business and entrepreneurship, Faculty of Economics, Trakia University, 6000 Stara Zagora, Bulgaria

^* Corresponding author: gerganatodorova_@abv.bg

Abstract

Marketing communications show a favorable impact on all aspects of the company’s activities. They play an essential role in shaping the final economic results. The purpose of the research is to study the effects of elements for marketing communication mix on the business results of selected small and medium enterprises in Stara Zagora district, Bulgaria. The collection of primary data has been developed and disseminated to the owners/managers of SME’s survey. The research uses a descriptive and casual research approach to identify the impact of individual communication elements - advertising, sales promotion, and direct marketing on some financial parameters, such as the profit, sales, and profitability of the companies. The result shows statistical significance between advertising, sales promotion, and financial indicators: profit and net sales revenue. Recommendations were made to the SME managers regarding the use of promotional activities, using communication channels to inform and keep up to date customers, the effectiveness of the types of media, and more.