The purpose of this paper is to discover and empirically test the gap between the theory and practice of integrated marketing communications (IMC) in small- and medium-sized enterprises (SMEs). The paper follows a quantitative approach, using the questionnaire technique. Questionnaire items emerged from a literature review and a qualitative step (in-depth interviews). The questionnaire was submitted to a sample of 210 manufacturing firms. Factor and cluster analysis were performed in order to give a descriptive overview of different communication behavioral profiles within SMEs.
