search query: @author Warnaby, G. / total: 6
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| 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 STRATEGY UNITED KINGDOM |
| Language: | eng |
| Abstract: | Increasingly sophisticated management techniques have been developed and applied by retailers, encompassing a more strategic approach to product and assortment development, trading style, customer communications and marketing. This study reveals considerable differences in the role assigned to public relations and in the way in which public relations is practiced among retail organisations. The data collected highlights a strong emphasis on the use of public relations as a tactical marketing support activity by retail organisations. |
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