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....