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  5.     <title>UTas ePrints - An Examination of Integrated Marketing Communications in the Business-to- Business Environment: The Case of the Tasmanian Light Shipbuilding Cluster</title>
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  13.     <meta content="Wickham, Mark" name="eprints.creators_name" />
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  57. <meta content="Anderson, P. H. (2001) Relationship development and marketing communication: an integrating model,
  58. The Journal of Business &amp; Industrial Marketing, 16(3), pp. 167–182.
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  115. Journal, A1–2." name="eprints.referencetext" />
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  258.     <h1 class="ep_tm_pagetitle">An Examination of Integrated Marketing Communications in the Business-to- Business Environment: The Case of the Tasmanian Light Shipbuilding Cluster</h1>
  259.     <p style="margin-bottom: 1em" class="not_ep_block"><span class="person_name">Wickham, Mark</span> and <span class="person_name">Hall, Linda</span> (2006) <xhtml:em>An Examination of Integrated Marketing Communications in the Business-to- Business Environment: The Case of the Tasmanian Light Shipbuilding Cluster.</xhtml:em> Journal of Marketing Communications, 12 (2). pp. 95-108. ISSN 1352-7266</p><p style="margin-bottom: 1em" class="not_ep_block"></p><table style="margin-bottom: 1em" class="not_ep_block"><tr><td valign="top" style="text-align:center"><a onmouseover="EPJS_ShowPreview( event, 'doc_preview_2023' );" href="http://eprints.utas.edu.au/1560/2/Author_Version.pdf" onmouseout="EPJS_HidePreview( event, 'doc_preview_2023' );"><img alt="[img]" src="http://eprints.utas.edu.au/style/images/fileicons/application_pdf.png" class="ep_doc_icon" border="0" /></a><div class="ep_preview" id="doc_preview_2023"><table><tr><td><img alt="" src="http://eprints.utas.edu.au/1560/thumbnails/2/preview.png" class="ep_preview_image" border="0" /><div class="ep_preview_title">Preview</div></td></tr></table></div></td><td valign="top"><a href="http://eprints.utas.edu.au/1560/2/Author_Version.pdf"><span class="ep_document_citation">PDF (Author Version)</span></a> - Requires a PDF viewer<br />63Kb</td></tr><tr><td valign="top" style="text-align:center"><a href="http://eprints.utas.edu.au/1560/3/747855027_content%5B1%5D.pdf"><img alt="[img]" src="http://eprints.utas.edu.au/style/images/fileicons/application_pdf.png" class="ep_doc_icon" border="0" /></a></td><td valign="top"><a href="http://eprints.utas.edu.au/1560/3/747855027_content%5B1%5D.pdf"><span class="ep_document_citation">PDF</span></a> - Full text restricted - Requires a PDF viewer<br />113Kb</td></tr></table><p style="margin-bottom: 1em" class="not_ep_block">Official URL: <a href="http://dx.doi.org/10.1080/13527260600615600">http://dx.doi.org/10.1080/13527260600615600</a></p><div class="not_ep_block"><h2>Abstract</h2><p style="padding-bottom: 16px; text-align: left; margin: 1em auto 0em auto">Changes in global marketplace dynamics necessitate that marketing
  260. communications strategies be more effective and efficient if a firm's message is to influence
  261. purchase decisions. The basic premise of the integrated marketing communications (IMC)
  262. approach is that, through the coordination of marketing communications efforts, the firm can
  263. reach diverse audiences with a consistent message, thus resulting in optimal market coverage and
  264. greater impact on the target market for the least amount of investment. Much of the research into
  265. IMC has focused on the consumer market, with little regard for the business-to-business
  266. environment. This paper introduces the case of the Tasmanian Light Shipbuilding Cluster and, in
  267. particular, the manner in which its reactionary response to global pressure impacted on its
  268. marketing communications processes, which resulted in the cluster becoming one of Australia's
  269. most successful industry clusters. The research suggests that cluster members' reactionary
  270. approach to marketing communications conventions supports the efficacy of IMC in business-tobusiness
  271. practice. The findings suggest that small business-to-business firms faced with global
  272. pressures exhibit a natural convergence towards a consistent communications approach. In order
  273. for this convergence to occur, 'IMC champions' must exist in the industry in order to facilitate
  274. relationship development and communication amongst cluster members.</p></div><table style="margin-bottom: 1em" cellpadding="3" class="not_ep_block" border="0"><tr><th valign="top" class="ep_row">Item Type:</th><td valign="top" class="ep_row">Article</td></tr><tr><th valign="top" class="ep_row">Keywords:</th><td valign="top" class="ep_row">Integrated marketing communications, business-to-business, strategy, industry
  275. clusters</td></tr><tr><th valign="top" class="ep_row">Subjects:</th><td valign="top" class="ep_row"><a href="http://eprints.utas.edu.au/view/subjects/350204.html">350000 Commerce, Management, Tourism and Services &gt; 350200 Business and Management &gt; 350204 Marketing and Market Research</a></td></tr><tr><th valign="top" class="ep_row">ID Code:</th><td valign="top" class="ep_row">1560</td></tr><tr><th valign="top" class="ep_row">Deposited By:</th><td valign="top" class="ep_row"><span class="ep_name_citation"><span class="person_name">Dr Mark Wickham</span></span></td></tr><tr><th valign="top" class="ep_row">Deposited On:</th><td valign="top" class="ep_row">10 Aug 2007</td></tr><tr><th valign="top" class="ep_row">Last Modified:</th><td valign="top" class="ep_row">09 Jan 2008 02:30</td></tr><tr><th valign="top" class="ep_row">ePrint Statistics:</th><td valign="top" class="ep_row"><a target="ePrintStats" href="/es/index.php?action=show_detail_eprint;id=1560;">View statistics for this ePrint</a></td></tr></table><p align="right">Repository Staff Only: <a href="http://eprints.utas.edu.au/cgi/users/home?screen=EPrint::View&amp;eprintid=1560">item control page</a></p>
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