The purpose of this study is to examine how small businesses (ie owner‐managers) view integrated marketing communications (IMC), its associated advantages and barriers to adopting this new marketing paradigm. This is undertaken by exploring clothing and shoe retailers’ perceptions of several...

This paper compares the promotional practices and perceptions between two countries of disparate cultural backgrounds, namely Australia and Hong Kong. The paper argues that the preference for a particular promotional tool is influenced by the degree of cultural orientation as measured by...

The present study considers how clothing and shoe retailers in New Zealand, Portugal and Hungary manage promotion campaigns and looks at the objectives that are most important to these retailers as well as the marketing activities that are undertaken to reach these objectives....

The purpose of this paper is to examine whether strategic promotion management approach is relevant to the small independent retailers. To address this question, we contrasted the promotion approaches of 397 small independent stores and 115 large retailers. The data were collected from clothing...