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| Author: | Börner, C. J. |
| Title: | Öffentlichkeitsarbeit als Management gesellschaftlicher Exponiertheit von Unternehmen |
| Journal: | Zeitschrift für Betriebswirtschaft
1996 : VOL. 66:4, p. 419-436 |
| Index terms: | MARKETING MANAGEMENT PUBLIC RELATIONS CORPORATE IMAGE MARKETING THEORY MARKETING LITERATURE GERMANY |
| Language: | ger |
| Abstract: | This paper pictures a gap between macrotheoretical approaches of explaining public relations and its microtheoretical analyses, which in German business administration literature interprets public relations almost as a residual instrument of market communication. The macro- theoretical approach bases on a pluralistic society. In such a society interest conflicts are made public and solved by public relations activities. In pluralistic societies loosing acceptance can decrease the corporate strategic freedom of action. In a corporated point of view social conflicts of interest are not managerable. Concerning this, the author suggests to make business exposure the basis of public relations management. Business exposure results of those social conflicts which concerns corporate goals. |
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