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Reassessing the Relationship between Marketing and Public Relations
Lisa Dühring
其他書名
New Perspectives from the Philosophy of Science and History of Thought
出版Springer, 2017-04-24
主題Language Arts & Disciplines / Communication StudiesBusiness & Economics / Public RelationsBusiness & Economics / Marketing / GeneralBusiness & Economics / Sales & Selling / General
ISBN365818034X9783658180348
URLhttp://books.google.com.hk/books?id=oW28DgAAQBAJ&hl=&source=gbs_api
EBookSAMPLE
註釋Lisa Dühring 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 interpretative approaches. This book is strongly recommended to everybody interested in the history and epistemology of marketing and public relations theory and the relationship between both fields.