Integrated marketing communication and technology adoption : a case of Safaricom's M-PE... - 1 views
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Safaricom had used IMC strategies befitting their target market compared to its competition to diffuse information on the M-PESA innovation
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Although There are a lot of companies in Africa, none of them was able to achieve the same success as M-Pesa. And this might be tracked back to the fact that it has incorporated the Integrated Marketing Communication (IMC) strategies which helped it capturing and exploiting customers information in order to use them in the most efficient way.