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Le PR come strumento di marketing
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ISBN10: 6207967755
ISBN13: 9786207967759
Publisher: Edizioni Sapienza
Published: Aug 20 2024
Pages: 52
Weight: 0.20
Height: 0.12 Width: 6.00 Depth: 9.00
Language: Italian
ISBN13: 9786207967759
Publisher: Edizioni Sapienza
Published: Aug 20 2024
Pages: 52
Weight: 0.20
Height: 0.12 Width: 6.00 Depth: 9.00
Language: Italian
Grunig e Grunig (1978) hanno affermato che il ruolo delle relazioni pubbliche nella gestione e il suo valore per un'organizzazione sono stati dibattuti per almeno 100 anni. Il dibattito si è incentrato sulla questione se il ruolo delle relazioni pubbliche sia di supporto al marketing o se abbia una funzione sociale e politica più ampia. Hunter Hallahan (1992) ha discusso le varie posizioni assunte nel dibattito, includendo sei disposizioni: 1. Celibe (esiste solo una delle due funzioni), 2. Co-esistente (le due funzioni operano in modo indipendente), 3. Combattivo (le due funzioni sono in contrasto), 4. Cooperativo (una funzione usurpa l'altra), 5. Coordinato (le due funzioni sono indipendenti ma lavorano a stretto contatto), 6. Combinato (le due funzioni operano all'interno di una singola unità ). Lo scopo di questo studio è stato quello di identificare il rapporto tra relazioni pubbliche e marketing e se le relazioni pubbliche siano o meno uno strumento di marketing. Per raggiungere gli obiettivi prefissati è stata utilizzata la metodologia della ricerca qualitativa.
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