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Marketing and public relations – roles, boundaries and relationships

Ana Tkalac Verčič   ORCID icon orcid.org/0000-0002-9538-673X ; Faculty of Economics & Business

Puni tekst: hrvatski, pdf (5 MB) str. 39-52 preuzimanja: 209* citiraj
APA 6th Edition
Tkalac Verčič, A. (2004). Marketing i odnosi s javnošću – uloge, granice i odnosi. Market-Tržište, 16 (1-2), 39-52. Preuzeto s https://hrcak.srce.hr/22000
MLA 8th Edition
Tkalac Verčič, Ana. "Marketing i odnosi s javnošću – uloge, granice i odnosi." Market-Tržište, vol. 16, br. 1-2, 2004, str. 39-52. https://hrcak.srce.hr/22000. Citirano 02.12.2020.
Chicago 17th Edition
Tkalac Verčič, Ana. "Marketing i odnosi s javnošću – uloge, granice i odnosi." Market-Tržište 16, br. 1-2 (2004): 39-52. https://hrcak.srce.hr/22000
Harvard
Tkalac Verčič, A. (2004). 'Marketing i odnosi s javnošću – uloge, granice i odnosi', Market-Tržište, 16(1-2), str. 39-52. Preuzeto s: https://hrcak.srce.hr/22000 (Datum pristupa: 02.12.2020.)
Vancouver
Tkalac Verčič A. Marketing i odnosi s javnošću – uloge, granice i odnosi. Market-Tržište [Internet]. 2004 [pristupljeno 02.12.2020.];16(1-2):39-52. Dostupno na: https://hrcak.srce.hr/22000
IEEE
A. Tkalac Verčič, "Marketing i odnosi s javnošću – uloge, granice i odnosi", Market-Tržište, vol.16, br. 1-2, str. 39-52, 2004. [Online]. Dostupno na: https://hrcak.srce.hr/22000. [Citirano: 02.12.2020.]

Sažetak
In today's increasingly complex organizations there is certain confusion as to the definitions of roles and borders that marketing and public relations (as functions) hold in a company. Even though, these two roles are in practice often overlapping, there is a constant debate about the relationship of the two functions among public relations experts. On one side there are practitioners that often work as backup of the marketing function in organizations, while on the other side there are scientists that consider public relations completely separate from the marketing function.
Increased development of marketing and public relations insures a bigger role for both functions in determining the organizational policies. Marketing directs and induces the marketing orientation of an organization, while public relations hopes for a bigger corporate social responsibility; and those two orientations are not necessarily compatible. The overlap of the two functions as well as relatively similar tasks shows a need for a certain formalized model that would define the relationship between marketing and public relations.

Ključne riječi
public relations; marketing; model of relationship

Hrčak ID: 22000

URI
https://hrcak.srce.hr/22000

[hrvatski]

Posjeta: 2.220 *