Communicating with illiterate consumers
Communicating effectively with consumers is a major problem facing marketers world-wide. In South Africa a substantial proportion of adult consumers are illiterate. Considerable potential could be unlocked if marketers were to differentiate or expand their communication strategy to specifically addr...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
AOSIS
1986-12-01
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| Series: | South African Journal of Business Management |
| Online Access: | https://sajbm.org/index.php/sajbm/article/view/1053 |