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2005 | nr 677 | 129--143
Tytuł artykułu

Relacje między public relations a marketingiem

Warianty tytułu
The Relationships between Public Relations and Marketing
Języki publikacji
PL
Abstrakty
W pierwszej części opracowania przedstawiono różne definicje pojęcia public relations. W dalszej części pracy omówiono PR w ujęciu modelowym, natomiast w zakończeniu zaprezentowano spór o wzajemne relacje między public relations a marketingiem.
EN
Marketing and public relations are relatively independent functions (e.g., marketing tools may be used to estimate market capacity, while PR deals with local community relations); very close links, however, exist between them. An integrated approach outlines a model in which PR and marketing are different but overlapping functions that sometimes use the same tools to achieve different goals. Marketing and public relations - thanks to harmonised information directed at different groups - should support each other in pursuit of their aims. PR activities may help solve problems in the servicing of company markets. In turn, marketing analysis and planning skills can help overcome the difficulties facing public relations. Thus, all activities within both PR and marketing are designed to ensure the organisation's success and survival on the market. (original abstract)
Rocznik
Numer
Strony
129--143
Opis fizyczny
Twórcy
Bibliografia
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Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
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