The Organisation of External Communication Disciplines: An Integrative Framework of Dimensions and Determinants

H Gardner, Andrew R Lock and Joep P Cornelissen

As the concept of 'integration' in corporate and marketing communications gains increasing prominence as a mechanism to align the various communication disciplines within organisations, renewed questions have arisen about the organisation and operation of external communications, and about the factors influencing or inhibiting the interaction and/or coordination between areas of communication.

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...

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