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

Dühring, Lisa

Springer VS（2017/05発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 318 p.
• 言語 ENG
• 商品コード 9783658180331

Full Description

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 evaluating current research approaches. This study argues for a stronger connection of both disciplines and a better profiling within the mother disciplines of communication and business studies by fostering critical and interpretative approaches. This book is strongly recommended to everybody interested in the history and epistemology of marketing and public relations theory and the relationship between both fields.

Contents

State of Research: The Academic Debate on the Relationship between Marketing and Public Relations.- The Philosophy of the Social Sciences.- The History Marketing Thought.- The History of Public Relations Thought.- New Perspectives on the Future Relationship between Marketing and Public Relations.