Marketing communications renaissance

Philip J Kitchen

Marketing communications is an important element of marketing management. As marketing has evolved or emerged to being a legitimate scholarly discipline it has progressed through various phases of orientations in response to environmental change.

Marketing communications renaissance

Philip J Kitchen

Marketing communications is an important element of marketing management. As marketing has evolved or emerged to being a legitimate scholarly discipline it has progressed through various phases or orientations in response to environmental change. Latterly, advertising, sales promotion, and personal selling have undergone difficulties in relation to achievement of cost-effective communication objectives. It is posited that the emergence and application of marketing public relations in the communications mix may be playing a more significant complementary role in the turbulent competitive environment facing many business organizations. This article reviews the literature in relation to marketing...

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