The Use and Limitations of Traditional Marketing-led Mass Communication Techniques

Tom Curtin and Jacqueline Jones

Chapter 11 in Managing Green Issues, 2000, pp 121-133 from Palgrave Macmillan

Abstract: Abstract Unless properly used — with correct timing — all written and broadcast communications, market research, advertising, brochures, press releases and the like, are potentially very dangerous in issues management. They need to be used with care.

Keywords: Press Release; Public Relation; Contentious Issue; Marketing Campaign; Mass Communication (search for similar items in EconPapers)
Date: 2000
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-50929-0_11

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DOI: 10.1057/9780230509290_11

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