search query: @author Thame, L. / total: 2
reference: 2 / 2
« previous | next »
| Author: | Moss, D. Warnaby, G. Thame, L. |
| Title: | Tactical publicity or strategic relationship management? An exploratory investigation of the role of public relations in the UK retail sector |
| Journal: | European Journal of Marketing
1996 : VOL. 30:12, p. 69-84 |
| Index terms: | PUBLIC RELATIONS RETAILING UNITED KINGDOM |
| Language: | eng |
| Abstract: | This paper investigates the role of public relations within the UK retail sector, and whether the public relations are used as a tactical publicity function, or strategically as means of managing the relationships with key stockholders. The main characteristics of the public relations functions are identified,and these are compared with those associated with Grunig and Hunt (1984) public relations models. The findings suggest that public relations appears to be treated predominantly as a tactical publicity function with main role to support retail marketing strategies. |
« previous | next »
SCIMA