Modelisation du controle des relations publiques en marketing international

J-E Denis

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

Abstract: Les relations publiques sont le plus souvent presentees parmi les instruments de communication marketing comme un element secondaire. Qu'en est-il en marketing international? Ce texte a donc pour objet de deblayer le terrain et, plus precisement : de preciser la place des relations publiques en marketing international; d'identifier les situations dans lesquelles les relations publiques jouent un role primordial en marketing international; de montrer comment s'effectue le controle des relations publiques au sein des multinationales.

Keywords: COMMUNICATION; PUBLIC RELATIONS; MARKETING (search for similar items in EconPapers)
JEL-codes: D82 M31 (search for similar items in EconPapers)
Pages: 16 pages
Date: 1996
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Persistent link: https://EconPapers.repec.org/RePEc:fth:ehecge:96.06

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