Oysters represent an excellent source of major nutrients, especially proteins, vitamins and minerals. The consumption of oysters in Australia has not grown enough to match to their increased availability. This study is designed to provide information for the oyster industry to better attract...

As products and distribution channels become more homogenised, and competing on the basis of price more difficult, integrated marketing communications (IMC) has been identified as the 'new frontier' for effective differentiation. Research identifying roles and functions of IMC has primarily been...

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...