Reassessing the Relationship Between Marketing and Public Relations: New Perspectives from the Philosophy of Science and History of Thought

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Lisa Duhring reconstructs the relationship between public relations and marketing research on a metatheoretical level. She presents a concise systematization of the theoretical discourse in both disciplines since the beginning of the twentieth century by differentiating key phases of development and evaluating current research approaches. 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 ...

Reassessing the Relationship Between Marketing and Public Relations: New Perspectives from the Philosophy of Science and History of Thought 2017, Springer vs

ISBN-13: 9783658180331

2017 edition

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