Transcription of CHAPTER 2: MARKETING PUBLIC RELATIONS …
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CHAPTER 2: MARKETING PUBLIC RELATIONS …
12 CHAPTER 2: MARKETING PUBLIC RELATIONS (MPR): A THEORETICAL CHAPTER reviews the disciplines that form the foundation of this study, namelymarketing, PUBLIC RELATIONS and MARKETING PUBLIC RELATIONS (MPR). It also discusses thehypothesised benefits of MPR, namely greater credibility, trust and the establishment oflong-term relationships. These benefits are the factors that the study identifies for effectivecorporate online MARKETING AND COMMUNICATION IN MARKETINGThis section deals with definitions of MARKETING and provides a historical overview ofdevelopments in MARKETING , MARKETING processes and activities, communication inmarketing, MARKETING communication and trends in MARKETING and marketingcommunication. It is necessary to highlight these areas of MARKETING because MPR2 2 See the detailed discussion of MPR in section thinking from the MARKETING concept and the societal, cause-related andrelationship MARKETING perspectives, and also has a strong product and/or service of marketingMcDaniel s (1979) argument that MARKETING s responsibilities and functions have changedrapidly in the past 60 years due to changes in especially values, resources, technologyand governments which encourage managers to change their strategies in order to meettheir organisation s changing goals , underscores the variety of per
12 CHAPTER 2: MARKETING PUBLIC RELATIONS (MPR): A THEORETICAL OVERVIEW 2.1 INTRODUCTION This chapter reviews the disciplines that form the foundation of this study, namely
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