@article{1378137,
      recid = {1378137},
      author = {Dühring, Lisa,},
      title = {Reassessing the relationship between marketing and public  relations : new perspectives from the philosophy of science  and history of thought /},
      pages = {1 online resource},
      abstract = {Lisa Dühring reconstructs the relationship between public  relations and marketing research on a metatheoretical  level. She presents a concise systematization of the  theoretical discourse in both disciplines since the  beginning of the twentieth century by differentiating key  phases of development and evaluating current research  approaches. This study argues for a stronger connection of  both disciplines and a better profiling within the mother  disciplines of communication and business studies by  fostering critical and interpretative approaches. This book  is strongly recommended to everybody interested in the  history and epistemology of marketing and public relations  theory and the relationship between both fields. Contents •  State of Research: The Academic Debate on the Relationship  between Marketing and Public Relations • The Philosophy of  the Social Sciences • The History Marketing Thought • The  History of Public Relations Thought • New Perspectives on  the Future Relationship between Marketing and Public  Relations Target Groups Researchers, students and  practitioners in the fields of marketing, marketing  communications, corporate communications, communications  management, public relations, strategic communications and  organizational communication The Author Dr. Lisa Dühring is  a former research associate at the Institute for  Communication and Media Studies, Leipzig, Germany and  currently works at the International Office at Leipzig  University. Her research interests focus on the fields of  critical PR and marketing studies, cross-disciplinary  approaches, disciplinary development, and strategic  communication.},
      url = {http://library.usi.edu/record/1378137},
      doi = {https://doi.org/10.1007/978-3-658-18034-8},
}