DDC 658.872
Tác giả CN Dühring, Lisa.
Nhan đề Reassessing the relationship between marketing and public relations : new perspectives from the philosophy of science and history of thought / Lisa Dühring.
Thông tin xuất bản Germany :Springer VS,2017.
Mô tả vật lý 336 p. ;29 cm.
Tóm tắt 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 Target Groups Researchers, students and practitioners in the fields of marketing, marketing communications, corporate communications, communications management, public relations, strategic communications and organizational communication The Author 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
Thuật ngữ chủ đề Kommunikation im Marketing
Thuật ngữ chủ đề Marketingphilosophie
Từ khóa tự do Tiếp thị
Từ khóa tự do Quan hệ công chúng
Từ khóa tự do Truyền thông
Môn học Quan hệ công chúng
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260 |aGermany :|bSpringer VS,|c2017.
300 |a336 p. ;|c29 cm.
520 |aLisa 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 Target Groups Researchers, students and practitioners in the fields of marketing, marketing communications, corporate communications, communications management, public relations, strategic communications and organizational communication The Author 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
65000|aKommunikation im Marketing
65000|aMarketingphilosophie
6530 |aTiếp thị
6530 |aQuan hệ công chúng
6530 |aTruyền thông
690 |aKhoa tiếng Pháp
691 |aTruyền thông doanh nghiệp
692 |aQuan hệ công chúng
693 |aGiáo trình
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