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dc.contributor.authorFam, Kim-Shyanen_NZ
dc.identifier.citationFam, 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/EUM0000000006821en
dc.descriptionThe full text of this item is available only via the related link.en_NZ
dc.description.abstractThe 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.ispartofJournal of Small Business and Enterprise Developmenten_NZ
dc.subjectintegrated marketing communications (IMC)en_NZ
dc.subjectsmall businessesen_NZ
dc.subjectclothing and shoe retailersen_NZ
dc.subjectpromotion toolsen_NZ
dc.subject.lcshHF Commerceen_NZ
dc.subject.lcshHF5601 Accountingen_NZ
dc.titleDiffering views and use of integrated marketing communications — findings from a survey of New Zealand small businessesen_NZ
dc.typeJournal Articleen_NZ
otago.openaccessAbstract Only
dc.description.refereedPeer Revieweden_NZ
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