The Organisation of External Communication Disciplines: An Integrative Framework of Dimensions and Determinants
Joep P. Cornelissen, Andrew R. Lock and Hanne Gardner Manchester Metropolitan University
INTRODUCTION
Examining the marketing and public relations literature, it appears that during the past ten years there has been a movement towards thinking of marketing and public relations1less as functionally grouped entities and more as processes crossing functional boundaries. Rather than viewing public relations and marketing as largely separate, centralised functions, conceptual and empirical articles have started to emphasize a more ' and crossfunctional focus on activities...