Integrated marketing communication (IMC) is a concept which has been explored in commercial contexts by numerous studies. Numerous scholars in the literature highlight the benefits of adopting an IMC approach which creates ...

The purpose of this study is to determine which marketing communication methods tour operators in Gauteng, registered with SATSA, utilise. Tour operators aim to enhance tourist experiences. Companies need to be exposed to ...

The rapid increase in the expenditure on below-the-line promotions (consumer and trade promotions, direct marketing, sponsorship and public relations) relative to above-the-line advertising (television, radio, print, outdoor ...