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C/M/1032. Dissertation. Integrated Marketing Communication in Tanzanian banking sector

WORDS:
13500
DATE:
2009
PRICE:
139.99 GBP

The dissertation examines the benefits of integrated marketing communication (IMC) with regard to a credit guarantee scheme implemented by banks to support small and medium enterprises (SME). Definitions of IMC and SME are reviewed, promotion techniques used by SME are described, the concept of 'product knowledge' is examined, the design of a marketing communication process is explored. A case study is conducted of IMC strategies used by commercial banks in Tanzania to assist SME. The methods of the research are described presenting analysis of the data obtained via questionnaires distributed among Tanzanian bankers, SME managers and government officials. Conclusions are made about the policies of Tanzanian banks in creating awareness of their credit facilities to SME under credit guarantee scheme.

 

KEYWORDS: Dissertation, Credit, Integrated Marketing Communications, IMC, small and medium ente,

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