Reassessing the relationship between marketing and public relations :
Duhring, Lisa.
Reassessing the relationship between marketing and public relations : new perspectives from the philosophy of science and history of thought / Lisa Duhring - Wiesbaden : Springer VS, © 2017 - 336 p. ; 21 cm - Research .
Includes bibliographical references
State of Research: The Academic Debate on the Relationship between Marketing and Public Relations.- The Philosophy of the Social Sciences.- The History Marketing Thought.- The History of Public Relations Thought.- New Perspectives on the Future Relationship between Marketing and Public Relations. TOC
Lisa Duhring reconstructs the relationship between public relations and marketing research on a metatheoretical level. This study argues for a stronger connection of both disciplines and a better profiling within the mother disciplines of communication and business studies by fostering critical and interpretative approaches.
9783658180331 3658180331
2017939860
Public relations.
Relationship marketing.
659.2 / DUR 2017
Reassessing the relationship between marketing and public relations : new perspectives from the philosophy of science and history of thought / Lisa Duhring - Wiesbaden : Springer VS, © 2017 - 336 p. ; 21 cm - Research .
Includes bibliographical references
State of Research: The Academic Debate on the Relationship between Marketing and Public Relations.- The Philosophy of the Social Sciences.- The History Marketing Thought.- The History of Public Relations Thought.- New Perspectives on the Future Relationship between Marketing and Public Relations. TOC
Lisa Duhring reconstructs the relationship between public relations and marketing research on a metatheoretical level. This study argues for a stronger connection of both disciplines and a better profiling within the mother disciplines of communication and business studies by fostering critical and interpretative approaches.
9783658180331 3658180331
2017939860
Public relations.
Relationship marketing.
659.2 / DUR 2017