Abstract
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.
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© 2017 Springer Fachmedien Wiesbaden GmbH
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Dühring, L. (2017). State of Research. In: Reassessing the Relationship between Marketing and Public Relations. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-658-18034-8_2
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DOI: https://doi.org/10.1007/978-3-658-18034-8_2
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Publisher Name: Springer VS, Wiesbaden
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Online ISBN: 978-3-658-18034-8
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