Reassessing the Relationship between Marketing and Public Relations : New Perspectives from the Philosophy of Science and History of Thought

• Main Author: Dühring, Lisa (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer VS, 2017.
• Subjects: Social sciences.; Marketing.; Public relations.; Communication.; elektronické knihy; electronic books

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...