| 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 |
