Female Entrepreneurship in Australia: Revisited

This paper is a ten-year follow-up on a study conducted in 1995 that profiled women entrepreneurs in Australia (Bennett and Dann 2000). The aim of the paper is to identify changes in demographic profile, motivation and personality traits of women entrepreneurs over the past ten years by replicating a study from1995 and reporting the results.

Perceptions of Integration: What the Literature Says and What Stakeholders See

This paper compares perceptions of integrated marketing communication (IMC) to establish whether consumers perceive integration in the same way as the literature. It begins by reviewing the literature to identify shared assumptions about integration and factors thought to contribute to the integration of marketing communication and, in an experiment, compares these with the perceptions of consumers. Many of the shared assumptions in the literature have been supported by the findings of this study. Integration has been demonstrated to be both a strategy and a tactic. The strategic side is part of a management process and is unable to be observed by consumers from the marketing communication output. Consumers can, however, identify the tactics and are able to recall a number of integration factors such as logo, corporate colours and image. Consumers in the total message integration groups perceived the messages they received as more integrated than those in partial integration or no integration groups.