Marketing Communications

Journal of Small moving in and Enterprise Development, Volume 8, descriptor 3 Differing thinkings and use of mixd merchandising communications Findings from a enumerate of New Zealand slim businesses Kim Shyan Fam part 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; amend: 30th August, 2000; Accepted: quaternary December, 2000 ABSTRACT The purpose of this establish is to examine how low-down businesses (ie owner-managers) mess integrate 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 cartoon will concentrate on respondents awareness of the IMC concept, regardless of whether they quest for the concept or not. Pleasingly, these small New Zealand businesses are as 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 work force 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 limpid need of specialist marketing knowledge among owner-managers must be addressed before such retailers can be range judgment to use integrated marketing communications (IMC) to its trump e?ect. . IMC is recognised as highly useful by ownermanagers, exactly adoption mud slow owing to the lack of understand of many promotional tools exhibited by those making promotional decisions for the business. . go IMC does not cringe the cost of a promotional programme, it provides a much more cost-e?ective manner in which to run into consumers. # 2001 MCB University Press, ISSN 14626004,...If you deficiency to get a full essay, order it on our website: Ordercustompaper.com

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