Marketing public relations: conceptual legitimacy or window dressing?

Marketing public relations: conceptual legitimacy or window dressing? Explores the development of the marketing public relations (MPR) concept examining the arguments advanced concerning MPR’s emergence and legitimacy to be a separate marketing or PR discipline. Some marketing academics suggest that MPR should be incorporated into the marketing discipline whereas the majority of PR academics argue that MPR represents a further attempt by marketeers to “hijack” PR, incorporating it into the promotional mix. Indeed, certain academics claim that MPR may evolve into a new marketing or PR discipline separate from corporate public relations. The research is compared with the findings from a review of pertinent literature. Exploratory findings indicate that what MPR represents is merely a new term for PR applied to marketing promotion. However, the fact that a new label has been applied does not amount to the emergence of a new marketing discipline. MPR would appear to enjoy a growing importance in the expensive world of marketing communication activities. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Marketing public relations: conceptual legitimacy or window dressing?

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Publisher
Emerald Publishing
Copyright
Copyright © 1997 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634509710165876
Publisher site
See Article on Publisher Site

Abstract

Explores the development of the marketing public relations (MPR) concept examining the arguments advanced concerning MPR’s emergence and legitimacy to be a separate marketing or PR discipline. Some marketing academics suggest that MPR should be incorporated into the marketing discipline whereas the majority of PR academics argue that MPR represents a further attempt by marketeers to “hijack” PR, incorporating it into the promotional mix. Indeed, certain academics claim that MPR may evolve into a new marketing or PR discipline separate from corporate public relations. The research is compared with the findings from a review of pertinent literature. Exploratory findings indicate that what MPR represents is merely a new term for PR applied to marketing promotion. However, the fact that a new label has been applied does not amount to the emergence of a new marketing discipline. MPR would appear to enjoy a growing importance in the expensive world of marketing communication activities.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Apr 1, 1997

Keywords: Communications; Marketing; Public relations; theory

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