Intercultural Influences in a Strategic Communication Process

Integrated Communication is partly present in South Africa, whereas in Europe and the United States many Integrated Communication Models have been implemented. With a fast-growing economy and upcoming events such as the 2010 Soccer World Cup, there couldn t be a better time for South Africa to implement efficient communication models in companies. This would help to achieve a better flow of communication and a greater understanding of the relevant markets. This book deals with intercultural values in the advertising industry of South Africa, specifically in the Western Cape. In addition, a strategic communication process in a South African advertising agency and a South African company are examined against the integrated communication model by the European expert. The central questions ask: Are there differences in the case study to the communication model by Bruhn? What are they and why are there these differences?

Autorentext

Mag. (FH) Johanna Schober has finalised her studies in Corporate Communication in 2008. Communication is one of her strongest assets and she has learned that it can be beneficial in many ways. At present the author is an international journalist for Renewable Energy.