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Reassessing the Relationship Between Marketing and Public Relations : New Perspectives from the Philosophy of Science and History of Thought. マーケティングとパブリック・リレーションズ との関係の再評価
・ISBN 978-3-658-18033-1 paper EUR 74.99
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お気に入り
★★★
| 著者・編者 | Dühring, Lisa, |
|---|---|
| シリーズ | Research |
| 出版社 | (Springer VS, GW) |
| 出版年月 | 2017 |
| ページ数 | 318 pp. |
| 言語 | ENG |
| ニュース番号 | ＜640-820 640-P1915＞ |
解説
Lisa Duehring 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.