TY  - JOUR
AB  - 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.
VL  - 14
IS  - 2
SN  - 0263-4503
DO  - 10.1108/02634509610110741
UR  - https://doi.org/10.1108/02634509610110741
AU  - Kitchen Philip J.
PY  - 1996
Y1  - 1996/01/01
TI  - Public relations in the promotional mix: a three‐phase analysis
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 5
EP  - 12
Y2  - 2024/04/27
ER  -