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

Abstract

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.

Keywords

Citation

Kitchen, P. (1996), "Public relations in the promotional mix: a three‐phase analysis", Marketing Intelligence & Planning, Vol. 14 No. 2, pp. 5-12. https://doi.org/10.1108/02634509610110741

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Publisher

:

MCB UP Ltd

Copyright © 1996, MCB UP Limited

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