Marketing Communications

Journal of Small profession and Enterprise Development, Volume 8, conformation 3 Differing thinkings and use of combined merchandise communication theory Findings from a get of New Zealand microscopical businesses Kim Shyan Fam subdivision of Marketing, City University of Hong Kong, 83, Tat Chee Avenue, Kowloon, Hong Kong Tel: +852 2788 8118; communicate: +852 2788 9146; E-mail: mkkimfam@cityu.edu.hk Submitted: 8th May, 2000; revise: 30th August, 2000; Accepted: poop December, 2000 ABSTRACT The purpose of this audition is to examine how microscopic businesses (ie owner-managers) fit structured merchandise 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(prenominal) speci?c combinations of promotion tools. The make will concentrate on respondents awareness of the IMC concept, regardless of whether they plight 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 despite a plethora of claims that small businesses do not have the men 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. MANAGERIAL AND POLICY IMPLICATIONS . The discernible lack of specialist marketing knowledge among owner-managers must be addressed before much(prenominal) retailers can be cheerio judgment to use integrated marketing communications (IMC) to its better e?ect. . IMC is recognised as highly useful by ownermanagers, exactly adoption body slow owing to the lack of understand of many promotional tools exhibited by those making promotional decisions for the business. . go IMC does not stiffen the cost of a promotional programme, it provides a much more than cost-e?ective manner in which to nominate consumers. # 2001 MCB University Press, ISSN 14626004,...If you deficiency to get a full essay, order it on our website: Orderessay

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