Reassessing the relationship between marketing and public relations : new perspectives from the philosophy of science and history of thought

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"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."--Nakladatelská anotace … full description

Bibliographic Details

Main Author

Lisa Dühring, 1982-

Other Authors

Ansgar Zerfaß, 1965-
SpringerLink (online služba)

Document Type

Books

Physical Description

1 online zdroj (336 stran) : ilustrace

Published

Wiesbaden, Germany : Springer VS, [2017]

Series

Research (Springer)

Subjects

společenské vědy > ve

marketing > ev

public relations > ev

komunikování > ja

elektronické knihy

monografie

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Item Description

Seznam zkratek

Bibliography

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ISBN

978-3-658-18034-8

Contents

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 -- Discussion, Reflection and Conclusions