Marketing Communications

Journal of Small Business and Enterprise Development, Volume 8, anatomy 3 Differing thinkings and use of integrated trade communications Findings from a come of New Zealand miniscule businesses Kim Shyan Fam Department of Marketing, City University of Hong Kong, 83, twine Chee Avenue, Kowloon, Hong Kong Tel: +852 2788 8118; telecommunicate: +852 2788 9146; E-mail: mkkimfam@cityu.edu.hk Submitted: 8th May, 2000; Amended: 30th August, 2000; recognized: fourth December, 2000 ABSTRACT The purpose of this essay is to examine how small businesses (ie owner-managers) view integrated marketing communications (IMC), its associated advantages and barriers to adopting this new marketing paradigm. This is undertaken by exploring clothing and shoe retailers perceptions of several speci?c combinations of progress tools. The study will concentrate on respondents aw areness of the IMC concept, irrespective of whether they engage the concept or not. Pleasingly, these small New Zealand businesses are evenly as aware as large corporations of the bene?ts of adopting an IMC approach. This is contempt a plethora of claims that small businesses do not consecrate the manpower and specialist skill to integrate their marketing communications.

The report concludes by discussing the various advantages of and barriers to adopting an IMC approach and the implications for small businesses. MANAGERIAL AND polity IMPLICATIONS . The unmistakable lack of specialist marketing knowledge among owner-managers mustiness be addressed before such retailers can be pass judgment to use integrated marketing communica tions (IMC) to its best e?ect. . IMC is reco! gnised as highly recyclable by ownermanagers, exactly adoption remains slow owe to the lack of understand of many promotional tools exhibited by those reservation promotional decisions for the business. . go IMC does not reduce the cost of a promotional programme, it provides a much more cost-e?ective manner in which to reach consumers. # 2001 MCB University Press, ISSN 14626004,...If you deficiency to get a full essay, establish it on our website: OrderCustomPaper.com

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