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Title

Examining the relevance of IMC in the Australian SME context

Author(s)

Luxton, Sandra;  Hodge, Cori;  Reid, Mike

Abstract

Small and medium-sized enterprises (SMEs) are a pivotal part of the Australian economy. There has been a wealth of literature on the challenges facing SMEs, particularly on the issues of resource constraints and a lack of marketing expertise. These issues are intensifying the challenge of managing marketing communications and while the concept of Integrated Marketing Communications (IMC) has been offered as a 'panacea' to the improvement of marketing communications, little research has been undertaken to explore its relevance in the SME context. This paper identifies a research agenda for examining associated issues.

Publication type

Conference paper

Source

Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC 2002), Melbourne, Victoria Australia, 02-04 December 2002 / Robin Shaw, Stewart Adam and Heath McDonald (eds.), pp. 1721-1726

Publication year

2002

Keyword(s)

Australia;  Marketing;  Small to medium-sized enterprises;  SMEs

Publisher

Australian and New Zealand Marketing Academy

ISBN

9780730025627, 0730025624

Publisher URL

http://pandora.nla.gov.au/pan/25410/20040914-0000/130.195.95.71_8081/WWW/ANZMAC2002/index.htm

Copyright

Copyright © ANZMAC 2002. The published version is reproduced in accordance with the copyright policy of the publisher.

Full text

Peer reviewed