| dc.description.abstract | Past research has shown that marketing communication influences financial
performance of firms never the less, scanty information is available on non-financial
measures. This Study intends to empirically determine the relationship between marketing
communication and performance of micro-enterprises; determine the marketing
communication practices in Kericho County, Kenya. The study was grounded on integrated
marketing communication theory. The study examined the postulated relationship using
correlational design. The target population comprised of 5700 registered micro-enterprises
in Kericho County, Kenya. Proportionate stratified random sampling method was applied to
select 373 owner/managers. Data was collected using structured questionnaires. Pilot study
of 20 randomly selected respondents was conducted in all the sub-counties. Cronbach … | en_US |
