Fitting Public Relations into the International Communication Mix

J-E Denis

Working Papers from Ecole des Hautes Etudes Commerciales, Universite de Geneve-

Abstract: Since little has been published on this topic, the first objective adressed in the paper is to identify the kinds of situations in which public relations are likely to play an important role in international marketing, the next is to determine the specific communication tasks to be performed in such situations.

Keywords: COMMUNICATION; PUBLIC RELATIONS; MARKETING (search for similar items in EconPapers)
JEL-codes: D82 M31 (search for similar items in EconPapers)
Pages: 15 pages
Date: 1996
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Persistent link: https://EconPapers.repec.org/RePEc:fth:ehecge:96.05

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