Reassessing the Relationship between Marketing and Public Relations

1. Front Matter

   Pages I-XVII

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2. Introduction

   • Lisa Dühring

   Pages 19-31

3. State of Research

   • Lisa Dühring

   Pages 33-67

4. The Philosophy of the Social Sciences

   • Lisa Dühring

   Pages 69-114

5. The History of Marketing Thought

   • Lisa Dühring

   Pages 115-194

6. The History of Public Relations Thought

   • Lisa Dühring

   Pages 195-280

7. Discussion, reflection and conclusions

   • Lisa Dühring

   Pages 281-292

8. Back Matter

   Pages 293-336

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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.

• Marketing
• Public Relations
• PR History
• Geschichte-PR
• PR-Theorie
• Theory of PR
• Marketing-Geschichte
• History of Marketing
• Marketing-Theorie
• Theory of Marketing

• Leipzig, Germany

  Lisa Dühring

Dr. Lisa Dühring is a former research associate at the Institute for Communication and Media Studies, Leipzig, Germany and currently works at the International Office at Leipzig University. Her research interests focus on the fields of critical PR and marketing studies, cross-disciplinary approaches, disciplinary development, and strategic communication.

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