Marketing and Public Relations

Abstract

In a capitalist society, the purchase of goods defines many people’s relationship to the world. One of our prime motivations to work is the desire to earn money to be able to afford consumer goods, either needed or wanted. The most obvious way in which we are urged to spend our income is seen in advertising. This chapter will start by examining the marketing mix, of which advertising is one element. This will be followed by a consideration of branding and, finally, public relations, which can be used to promote both products and ideas.