Purpose – The purpose of this paper is to argue that integrated marketing communications (IMC) must be used in social marketing, like it is in commercial marketing, by illustrating that IMC principles are effective in social marketing contexts within an education setting. Specifically, the...

Medicines, in their various forms, are an important part of daily life and health for many consumers across diverse cultures. However, beliefs and trust inherent in treatment are - at best - poorly understood. Major dislocation of trust occurs when the media report medical scandals, or when...

The regulatory effectiveness, the impact on industry and consumers of product withdrawal and the associated wider issues relating to crisis management represent an under-researched area. The authors describe the mid-2003 government-ordered withdrawal of almost 2,000 complementary and alternative...

Purpose – The mandatory withdrawal of almost 2,000 complementary and alternative medicines, manufactured under contract on behalf of multiple brand names, primarily in the Australian and New Zealand markets, provides an opportunity to examine the impact on sales levels and both brand and...

This article originated as a contribution to informed debate on public policy issues surrounding a review of New Zealand broadcasting policy. The issue, however, has implications well beyond the New Zealand market. Public debate on broadcasting has frequently centered on calls to: improve the...

Purpose – This research paper aims to examine the theoretical and practical applicability of integrated marketing communications. Design/methodology/approach – Presents the findings from a two‐country qualitative study concerning the phenomenon. The research used survey methodology to...