oa Communicare : Journal for Communication Sciences in Southern Africa - South Africa: a different sort of marketing mix
The future of South Africa depends largely on the extent to which blacks and whites have common aspirations, goals and values. This paper, which is largely based on over a decade of research on social change amongst urban blacks and whites, outlines the roots of the prevailing value system; and highlights similarities and differences between the races. Some comparisons are made with Western societies where comparable research is being conducted.
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