La comunicazione di marketing nelle piccole e medie imprese: alcune evidenze empiriche

In this paper we discuss about marketing communication activities in a group of Italian Small and Medium Enterprises (SMEs). It results that traditional marketing mainstream is not suitable for SME and that communication of marketing activities is a crucial activity for survival and development of firms. The mix communication of SMEs is very narrow: they mainly use web sites, brochures and catalogues, trade fairs, direct mailings. Face to face communication of the entrepreneurs and sales people is extremely important as they realize and put in actions in according to relational marketing principles. The challenge for Italian SMEs is to introduce young professional people exploiting networks with universities and post graduate business schools and to improve the ability to show and to communicate the value proposition to the market.