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An Examination of Integrated Marketing Communications in the Business to Business Environment: The Case of the Tasmanian Light Ship Cluster


Wickham, MD and Hall, LE, An Examination of Integrated Marketing Communications in the Business to Business Environment: The Case of the Tasmanian Light Ship Cluster, The Journal of Marketing Communications, 12, (2) pp. 95-108. ISSN 1352-7266 (2006) [Refereed Article]

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DOI: doi:10.1080/13527260600615600


Changes in global marketplace dynamics necessitate that marketing communications strategies be more effective and efficient if a firm's message is to influence purchase decisions. The basic premise of the integrated marketing communications (IMC) approach is that, through the coordination of marketing communications efforts, the firm can reach diverse audiences with a consistent message, thus resulting in optimal market coverage and greater impact on the target market for the least amount of investment. Much of the research into IMC has focused on the consumer market, with little regard for the business-to-business environment. This paper introduces the case of the Tasmanian Light Shipbuilding Cluster and, in particular, the manner in which its reactionary response to global pressure impacted on its marketing communications processes, which resulted in the cluster becoming one of Australia's most successful industry clusters. The research suggests that cluster members' reactionary approach to marketing communications conventions supports the efficacy of IMC in business-tobusiness practice. The findings suggest that small business-to-business firms faced with global pressures exhibit a natural convergence towards a consistent communications approach. In order for this convergence to occur, 'IMC champions' must exist in the industry in order to facilitate relationship development and communication amongst cluster members.

Item Details

Item Type:Refereed Article
Keywords:Integrated marketing communications, business-to-business, strategy, industry clusters
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing not elsewhere classified
Objective Division:Transport
Objective Group:Water transport
Objective Field:Water safety
UTAS Author:Wickham, MD (Dr Mark Wickham)
UTAS Author:Hall, LE (Dr Linda French)
ID Code:41478
Year Published:2006
Deposited By:Management
Deposited On:2006-08-01
Last Modified:2012-03-13
Downloads:12 View Download Statistics

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