Perceptions of IMC and Organisational Change among Agencies in South Africa

This paper reports on the development of Integrated Marketing Communications (IMC) in an emerging market, South Africa.

Perceptions of IMC and Organisational Change among Agencies in South Africa

Janice Kallmeyer andRussell Abratt University of the Witwatersrand, Johannesburg

The study of IMC (Integrated Marketing Communications) has largely been from a United States perspective. However, more recently, researchers in other countries have begun to report on studies from the United Kingdom, New Zealand, Australia and India (Kitchen and Schultz, 1999). This paper seeks to broaden the parameters of IMC by considering its development in South Africa, an emerging market.

It seeks to extend our knowledge of IMC by investigating a key IMC implementation issue: the organisation...

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