State of Research
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The academic debate on the relationship between marketing and PR started in the late 1970s (Kotler & Mindak, 1978). That was about the time when PR departments and agencies became serious partners – or rivals – of marketing professionals. Since the late seventies both the academic debate and the relationship between both functions in business practice have experienced different phases and foci.
KeywordsPublic Relation Corporate Identity Marketing Communication Corporate Communication Marketing Function
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