Public relations in the promotional mix: a three‐phase analysis

Philip J. Kitchen (Department of Marketing, University of Strathclyde, Glasgow, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 1 April 1996


Suggests that significant changes are taking place within the promotional mix in UK FMCG firms. In particular points to the emergence of public relations as a dynamic tool within the promotional mix, indicating why this tool may have emerged in relation to the more well known promotion tools. Puts forward reasons for changes in promotional mixes and the emergence and usage of new tools. Reports on the perception among FMCG executives of movements towards integration between marketing and corporate public relations.



Kitchen, P. (1996), "Public relations in the promotional mix: a three‐phase analysis", Marketing Intelligence & Planning, Vol. 14 No. 2, pp. 5-12.

Download as .RIS




Copyright © 1996, MCB UP Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.