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Differing views and use of integrated marketing communications – findings from a survey of New Zealand small businesses

Kim Shyan Fam (Department of Marketing, City University of Hong Kong, Tat Chee Avenue, Kowloon, Hong Kong)

Journal of Small Business and Enterprise Development

ISSN: 1462-6004

Article publication date: 1 September 2001

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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.

Keywords

Citation

Shyan Fam, K. (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, Vol. 8 No. 3, pp. 205-214. https://doi.org/10.1108/EUM0000000006821

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MCB UP Ltd

Copyright © 2001, MCB UP Limited