IMC in South Africa's Banking Sector during recession: communication as a strategic tool

Communication as a profession,is relatively young but at this stage, but has already achieved great strides and affirmed its position in the corporate world as a strategic business tool. Within the corporate world,it has played a big role as a crisis management tool, information disserminator, education medium and the list goes on. This book explores the role communication played in ensuring that the South African banking sector stayed afloat during the economic recession that hit the global community in 2008.Absa bank was chosen as a case study to highlight the role communication played, particularly integrated marketing communication during recession.this book is targeted at practitioners within communication field as well as junior students who are conducting research as it presents a unique approach of data collection and analysis.