oa Communicare : Journal for Communication Sciences in Southern Africa - South Africa: a different sort of marketing mix
|Article Title||South Africa: a different sort of marketing mix|
|© Publisher:||University of Johannesburg|
|Journal||Communicare : Journal for Communication Sciences in Southern Africa|
|Affiliations||1 Market Research Africa (Pty) Ltd|
|Publication Date||Jan 1986|
|Pages||14 - 17|
|Keyword(s)||Marketing, Marketing mix, Racial differences, Social change and South Africa|
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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