Differing views and use of integrated marketing communications — findings from a survey of New Zealand small businesses
|dc.identifier.citation||Fam, K.-S. (2001). Differing views and use of integrated marketing communications — findings from a survey of New Zealand small businesses. Journal of Small Business and Enterprise Development, 8(3), 205–214. doi:10.1108/EUM0000000006821||en|
|dc.description||The full text of this item is available only via the related link.||en_NZ|
|dc.description.abstract||The purpose of this study 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 specific combinations of promotion tools. The study will concentrate on respondents’ awareness of the IMC concept, regardless of whether they utilise the concept or not. Pleasingly, these small New Zealand businesses are equally as aware as large corporations of the benefits of adopting an IMC approach. This is despite a plethora of claims that small businesses do not have the manpower and specialist skill to integrate their marketing communications. The paper concludes by discussing the various advantages of and barriers to adopting an IMC approach and the implications for small businesses.||en_NZ|
|dc.relation.ispartof||Journal of Small Business and Enterprise Development||en_NZ|
|dc.subject||integrated marketing communications (IMC)||en_NZ|
|dc.subject||clothing and shoe retailers||en_NZ|
|dc.title||Differing views and use of integrated marketing communications — findings from a survey of New Zealand small businesses||en_NZ|
|dc.description.references||Armstrong, J. S. and Overton, T. S. (1977) ‘Estimating Non-response Bias in Mail Surveys’, Journal of Marketing Research, 14, 396–402. Arens, W. F. (1996) Contemporary Advertising, 6th edn, Irwin, Chicago. Australian Bureau of Statistics (1999) Retailing in Australia, ABS, Canberra. Beard, F. (1996) ‘Integrated Marketing Communication: New Role Expectations and Performance Issues in the Client–Ad Agency Relationship’, Journal of Business Research, 37, 207–215. Belch, G. E. and Belch, M. A. (1998) Introduction to Advertising and Promotion: An Integrated Marketing Communications Perspective, 4th edn, Irwin, Chicago. Cameron, A. and Massey, C. (1999) Small and Medium-Sized Enterprises: A New Zealand Perspective, Addison Wesley Longman New Zealand, Auckland. Chang, D.-R., Hahn, M. and Ik-Tae K., (1991) ‘Consumer Response to Coupons with Advertising in a Pretesting Context’, Working Paper, Yonsei University, Seoul, Korea. Cook, W. A. (1997) ‘Integrated Marketing Communications — Performing Together’, Journal of Advertising Research, 37(5), 5. Davidson, S. and Ewing, M. T. (1997) ‘Integrated Marketing Communications: An Exploratory Investigation of Industry Practices and Perceptions in Australia’, Curtin Business School Working Paper, 1–16. Dilenschneider, R. L. (1991) ‘Marketing Communications in the Post-advertising Era’, Public Relations Journal, 17(3), 228. Duncan, T. R. and Everett, S. E. (1993) ‘Client Perceptions of Integrated Marketing Communications’, Journal of Advertising Research, 33(May/June), 30–39. Eagle, L., Hyde, K., Fourie, W., Padisetti, M. and Kitchen, P. (1998) ‘Revisiting the Concept of Integrated Marketing Communications: Contrasting Perceptions Between Marketers and Advertising Agency Executives’, paper prepared for 3rd International Conference on Marketing and Corporate Communication, University of Strathclyde, Glasgow. Ewing, M. T., de Bussey, N. and Ramaseshan, B. (1997) ‘The Power and Politics of Integrated Marketing Communications’, Curtin Business School Working Paper, November, 1–18. Fam, K. S. (1997) ‘A Strategic Approach as a New Paradigm in Promotion Management’, unpublished PhD thesis, University of Newcastle, Australia. Fam, K. S. and Brito, P. (2000) ‘A Bi-national Analysis of Promotion Strategies used by Retailers in New Zealand and Portugal’, in McNaughton, R. B. and Cavusgil, T. (Eds) Developments in Australasian Marketing, part of the Advances in International Marketing Series, Ch. 5, JAI Press, Greenwich, CT, 61–75. Fam, K. S. and Merrilees, B. (1996a) ‘Integrated Marketing Communications in Hong Kong Retailing’, in Proceedings of the 10th Australian Marketing Educators’ Conference, Adelaide, South Australia, 32–54, Elsevier Science Ltd. Fam, K. S. and Merrilees, B. (1996b) ‘Determinants of Shoe Retailers’ Perceptions of Promotion Tools’, Journal of Retailing and Consumer Services, 3(3), 155–162. Fam, K. S. and Merrilees, B. (1999) ‘Small and Medium Sized Retailers’ Promotion Strategies in the Asia Pacific Region — A Comparative Study’, Journal of Enterprising Culture, 7(2), 179–196. Fawcett, A. W. (1993) ‘Marketers Convinced: Its’ Time Has Arrived’, Advertising Age, 8th November, S1–S2. Kotler, P. (1996) Principles of Marketing, 7th edn, Prentice Hall, Englewood Cliffs, NJ. Kuczynski, A. (1992) ‘Beyond Advertising, Towards Integration’, Marketing, 13, 50–53. Linton, I. and Morley, K. (1995) Integrated Marketing Communications, Butterworth-Heinemann, Oxford. McGraw-Hill Corporation (1987) ‘Salespeople Contact Fewer than 10 per cent of Purchase Decision Makers over a Two-month Period’, LAP Report No: 1029. 3, McGraw-Hill, New York. Mooij, M. (1994) Advertising Worldwide: Concepts, Theories and Practice of International, Multinational and Global Advertising, 2nd edn, Prentice Hall, New York. Moretti, P. (1994) ‘Telemarketers Serve Clients’, Business Marketing, April, 27–29. Moriarty, S. E. (1994) ‘PR and IMC: The Benefits of Integration’, Public Relations Quarterly, 39 (3), 38–44. Morrill, J. E. (1970) ‘Industrial Advertising Pays Off’’, Harvard Business Review, March/April, 4. Phelps, J. E., Harris, T. E. and Johnson, E. (1996) ‘Exploring Decision-making Approaches and Responsibility for Developing Marketing Communications Strategy’, Journal of Business Research, 37, 217–223. Rotzell, K. B. (1991) ‘New Advertising Is Old’, Advertising Age, 2nd September, 16. Schultz, D. E. (1993) ‘Integrated Marketing Communications: Maybe Definition is the Point of View’, Marketing News, January, 27, 17. Schultz, D. E. (1995) ‘IMC is a Great Idea, but Does it Have the ‘‘Legs’’?’ Marketing News, 29(22), 43. Schultz, D. E. (1996a) ‘Problems that Practitioners Have with IMC’, Marketing News, 30(23), 11. Schultz, D. E. (1996b) ‘Why Don’t They Understand’, Marketing News, 30(19), 14. Kim Shyan Fam Journal of Small Business and Enterprise Development 213 Schultz, D. E. (1996c) ‘The Inevitability of Integrated Communications’, Journal of Business Research, 37, 139–146. Schultz, D. E. and Kitchen, P. (1997) ‘Integrated Marketing Communications in US Advertising Agencies: An Exploratory Study’, Journal of Advertising Research, 37(5), 7–18. Statistics NZ (1998) ‘Actual Retail Sales by Month’, Retail Trade Survey – August 2000: www.stats.govt.nz. Statistics NZ (2000) ‘More Young People Work Part Time’, Young New Zealanders Series: www.stats.govt.nz. Stephens, D. L., Hills, R. P. and Bergman, K. (1996) ‘Enhancing the Consumer–Product Relationship: Lessons from the QVC Home Shopping Channel’, Journal of Business Research, 37, 147–153. Stewart, D. W. (1996) ‘Market-back Approach to the Design of Integrated Communications Programs: A Change in Paradigm and a Focus on Determinants of Success’, Journal of Business Research, 37(3), 147–153. Tortorici, A. J. (1991) ‘Maximising Marketing Communications through Horizontal and Vertical Orchestration’, Public Relations Quarterly, 36, 20–22. Tynan, K. (1994) Multi-channel Marketing: Maximising Market Share with an Integrated Marketing Strategy, Probus, Danvers, MA.||en_NZ|
Files in this item
There are no files associated with this item.
This item is not available in full-text via OUR Archive.
If you are the author of this item, please contact us if you wish to discuss making the full text publicly available.