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.
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.),