Market-Tržište, Vol. 16 No. 1-2, 2004.
Pregledni rad
Marketing and public relations – roles, boundaries and relationships
Ana Tkalac Verčič
orcid.org/0000-0002-9538-673X
; Ekonomski fakultet-Zagreb
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
Datum izdavanja:
1.12.2004.
Posjeta: 4.190 *