Integrated marketing communication: exploring industry practices and perceptions in South Africa
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Date
2001
Authors
Store, Christel
Mulder, Dalme
Journal Title
Journal ISSN
Volume Title
Publisher
University of the Free State
Abstract
A major new phenomenon confivnting the marketing communication
industry in the new millennium is integrated marketing
communication (IMC). Although this concept was conceived in the
early I 990s, it is still relatively new in the world of marketing,
especially in South Africa. The nature and consequences of IMC are
of particular illlerest to the marketing industry in terms of the
remuneration systems of agencies, the services marketing agencies
offer, and the relationship between agencies and clients. Indeed,
neglecting IMC can have dire financial consequences for agencies (in
terms of lost revenue), as well as clients (in terms of lost market
share/awareness).
Description
Keywords
Integrated marketing communication (IMC)
Citation
Store, C., & Mulder, D. (2001). Integrated marketing communication: exploring industry practices and perceptions in South Africa. Communitas, 6, 15-31.