Marketing Communications

Norman A. Hart

Chapter 3 in Strategic Public Relations, 1995, pp 24-49 from Palgrave Macmillan

Abstract: Abstract Considerable confusion exists concerning the roles of public relations and advertising in relation to the marketing function. This stems largely from the ambiguity of the term ‘public relations’, which has two distinct interpretations, one conceptual and the other practical. The former is well stated in the definition given by the Institute of Public Relations: Public Relations practice is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.

Keywords: Trade Fair; Public Relation; Brand Image; Corporate Image; Purchasing Decision (search for similar items in EconPapers)
Date: 1995
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DOI: 10.1007/978-1-349-13481-6_3

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