dc.contributor.author |
Niemann-Struweg, Ilse
|
|
dc.contributor.author |
Grobler, Anske F.
|
|
dc.date.accessioned |
2011-10-14T06:20:47Z |
|
dc.date.available |
2011-10-14T06:20:47Z |
|
dc.date.issued |
2011 |
|
dc.description.abstract |
After almost 20 years of existence an
agreement on the definition and scope of
integrated communication (IC) has not been
reached, and furthermore, the concept of IC
is still seen as difficult to implement. The
authors argue that in the stakeholder-centric
twenty-first century, integrated
communication (IC) is the evolved offspring
of integrated marketing communication
(IMC), the no longer valid customer focus of
the twentieth century. For this reason,
definitions and assumptions of integrated
communication were subjected to critical
scrutiny and divided into four eras of
evolution to arrive at a clear understanding
of integrated communication (IC) as a
concept. Qualitative in-depth interviews were
conducted with the top 10 marketing and
communication agencies in South Africa to
determine their understanding of the concept
of IC; to assess if IC principles are
implemented in the South African
marketplace; and if not, what the barriers
preventing them from doing so are. |
en |
dc.description.uri |
http://www.prismjournal.org/homepage.html |
en_US |
dc.identifier.citation |
Niemann-Struweg, I & Grobler, AF 2011, 'South African marketing and communication agencies’ understanding of integrated communication (IC) : a true reflection of the concept?', PRism, vol. 8, no. 1, pp. 1-13. |
en |
dc.identifier.issn |
1448-4404 (online) |
|
dc.identifier.uri |
http://hdl.handle.net/2263/17444 |
|
dc.language.iso |
en |
en_US |
dc.publisher |
Praxis-The Public Relations Resource Centre |
en_US |
dc.rights |
The authors retain copyright in this material,
but have granted PRism a copyright license to
permanently display the article online for free
public viewing, and has granted the National
Library of Australia a copyright licence to
include PRism in the PANDORA Archive for
permanent public access and online viewing.
This copyright option does not grant readers
the right to print, email, or otherwise
reproduce the article, other than for whatever
limited research or educational purposes are
permitted in their country. Please contact the
authors named above if you require other uses. |
en |
dc.subject |
Marketing and communication agencies |
en |
dc.subject |
Integrated communication (IC) |
en |
dc.subject |
Marketing communication |
en |
dc.subject |
Integrated marketing communication (IMC) |
en |
dc.subject.lcsh |
Communication in marketing -- South Africa |
en |
dc.title |
South African marketing and communication agencies’ understanding of integrated communication (IC) : a true reflection of the concept? |
en |
dc.type |
Article |
en |