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    <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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    <meta content="Wickham, Mark" name="eprints.creators_name" />
<meta content="Hall, Linda" name="eprints.creators_name" />
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<meta content="An Examination of Integrated Marketing
Communications in the Business-to-
Business Environment: The Case of the
Tasmanian Light Shipbuilding Cluster" name="eprints.title" />
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<meta content="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." name="eprints.abstract" />
<meta content="2006" name="eprints.date" />
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<meta content="Anderson, P. H. (2001) Relationship development and marketing communication: an integrating model,
The Journal of Business &amp; Industrial Marketing, 16(3), pp. 167–182.
Baker, M. J. &amp; Balmer, J. M. T. (1997) Visual identity: trappings substance, European Journal of
Marketing, 31(5/6), pp. 366–379.
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(Eds) Handbook of Qualitative Research (CA: Sage Publications), Thousand Oaks California, pp.
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Cornelissen, J. P. &amp; Lock, A. R. (2000) Theoretical concept or management fashion? Examining the
significance of IMC, Journal of Advertising Research, 40(5), pp. 7–20.
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Garber, L. L. &amp; Dotson, M. J. (2002) A method for the selection of appropriate business-to-business
integrated marketing communications mixes, Journal of Marketing Communications, 8, pp. 1–17.
Grein, A. F. &amp; Gould, S. J. (1996) Globally integrated marketing communications, Journal of Marketing
Communications, 2, pp. 141–158.
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Publications).
Kitchen, P. J. &amp; Eagle, L. (2002) Towards globalized communications strategy: perceptions from New
Zealand, Marketing Intelligence and Planning, 20(3), pp. 174–184.
Kitchen, P. J. &amp; Schultz, D. E. (2003) Integrated corporate and product brand communication, Advances
in Competitiveness Research, 11(1), pp. 66–86.
Low, G. S. (2000) Correlates of integrated marketing communications, Journal of Advertising Research,
40(3), pp. 27–42.
Phelps, J. &amp; Johnson, E. (1996) Entering the quagmire: examining the ‘meaning’ of integrated marketing
communications, Journal of Marketing Communications, 2, pp. 159–172.
Pickton, D. &amp; Hartley, B. (1998) Measuring integration: an assessment of the quality of integrated
marketing communications, International Journal of Advertising, 17, pp. 447–465.
Porter, M. E. (1998) Clusters and the new economics of competition, Harvard Business Review, 77(1), pp.
575–629.
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Communications, 7(3), pp. 144–154.
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Wysocki, B. Jr (1995) Improved distribution, not better production, is key goal in mergers, Wall Street
Journal, A1–2." name="eprints.referencetext" />
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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
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    <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>
    <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
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.</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
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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