Marketing public relations {MPR): a critical perspective of current literature
a critical perspective of current literature
Copyright and Licensing:
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
- Articles
- Submited: October 24, 2022
-
Published: October 31, 2022
Abstract
This article addresses the Marketing Public Relations (MPR) concept, whose emergence
can partly be ascribed to the continuous debate regarding the respective boundaries
of both the fields of public relations and marketing. The article first explains the
nature of the debate and then explores the emergence and some theory of MPR. It also
argues the position of MPR in the organisation and finally contemplates its future.
This article in particular debates the current apprehension that MPR is merely product
publicity or mostly adds credibility to an organisation's product advertising efforts. It
argues that MPR can achieve much more in the organisation than scholars and theorists
currently address, especially with regard to the establishment of long-term customer
relationships and trust.
Article Metrics Graph
References
- Belch, GE & Belch, MA. 1998. Advertising and Promotion. An Integrated Marketing Communications Perspective. 4th edition. Chicago: Irwin McGraw-Hill.
- Boone, L E & Kurtz, D L. 1999. Contemporary Marketing. Orlando: The Dryden Press.
- Brody, E W. 1994. PR is to experience what marketing is to expectations. Public Relations Quarterly 39 (2) Spring: 20 - 22.
- https://doi.org/10.1016/0363-8111(94)90061-2
- Cant, M C, Strydom, J W & Jooste, CJ (eds). 1999. Essentials to marketing. Kenwyn: Juta.
- Cornelissen, J P & Lock, A R. 2001. The appeal of integration: managing communications in modern organisations. Marketing Intelligence & Planning 19(6): 425 - 431. https://doi.org/10.1108/EUM0000000006110
- Cowles, D. L. 1997. The role of trust in customer relationships: asking the right questions. Management Decision 35(4): 273 - 282.
- https://doi.org/10.1108/00251749710169657
- Cutlip, S M, Center, A H & Broom, G. 2000. Effective public relations. Eighth edition. New Jersey: Prentice Hall.
- Dolphin, R R & Fan, Y. 2000a. Is corporate communication a strategic function? Management decision 38(2):99 - 106.
- https://doi.org/10.1108/00251740010317450
- Erdogan, B Z & Kitchen, P J. 1998. Managerial mindsets and the symbiotic relationship between sponsorship and advertising. Marketing Intelligence & Planning 16(6): 369 - 374. https://doi.org/10.1108/02634509810237578
- Ferguson, S D. 1999. Communication planning: an integrated approach. Thousand Oaks Calif: Sage Publications.
- https://doi.org/10.4135/9781452233352
- Goodman, M B. 2001. Current trends in corporate communication. Corporate Communications: An International Journal 6(3): 117 - 123.
- https://doi.org/10.1108/13563280110398956
- Gayeski, D & Woodward, B. 1996. Integrated communication: from theory to performance. [OJ. Available: http://www.omnicomassociates.com/omninteg .html Accessed on 2001.11.09.
- Guth, D, W & Marsh, C. 2000. Public relations. A values-dn"ven approach. Needham Heights: Allyn & Bacon.
- Harris, T. L. 1991. The Marketer's Guide to PR: How Today's Companies Are Using the New Public Relations to Gain a Competitive Edge. New York: John Wiley and Sons.
- Harris, T L. 1993. How MPR adds value to Integrated Marketing Communications. Public Relations Quarterly Summer: 13 - 18.
- Kitchen, P J & Proctor, R A. 1991. The increasing importance of public relations in fast moving consumer goods firms. Journal of Marketing Management. 7(2): 35 7 - 3 70. https://doi.org/10.1080/0267257X.1991.9964164
- Kitchen, P J. 1999. Marketing Communications: Principles and Practice. London: International Thomson Business Press.
- Kitchen, P J & Schultz, D E. 1999. A multi-country comparison of the drive for IMC. Journal of Advertising Research January/February: 21 - 38.
- Kitchen, P J. 1997. Public relations: Principles and Practice. London: International Thomson Business Press.
- Kitchen, P J & Papasolomou, I C. 1997. Marketing public relations: Conceptual legitimacy or window dressing? Marketing Intelligence and Planning. 15 (2/3):71 - 85. https://doi.org/10.1108/02634509710165876
- Kitchen, P, J. 1996. Public Relations in the promotional mix: a three-phase analysis. Marketing Intelligence & Planning 14(2): 5 - 12.
- https://doi.org/10.1108/02634509610110741
- Koekemoer, L (ed). 1998. Promotional Strategy. Marketing Communications in Practice. Kenwyn: Juta.
- Lubbe, B & Puth, G (eds). 1994. Public relations in South Africa: A management reader. Durban: Butterworths.
- Kotler, P & Mindak, W. 1978. Marketing and public relations. Should they be partners or rivals? Journal of Marketing 4(13):13 - 20.
- https://doi.org/10.1177/002224297804200402
- Marken, G A. 1995. Marketing public relations ... lead, follow or get out of the way. Public Relations Quarterly 40(1): 47.
- Miller D A & Rose P B. 1994. Integrated communications: a look at reality instead of theory. PublicRelations Quarterly 39(1):13-17.
- Nakra, P. 1991. The changing role of public relations in marketing communications. Public RelationsQuarterly Spring: 42 - 46.
- Schultz, DE. 1996. The inevitability of integrated communications. Journal of Business Research 37(3):139- 146.
- https://doi.org/10.1016/S0148-2963(96)00063-X
- Shimp, T A. 1993. Promotion Management and Marketing Communications. New York: Dryden.
- Stanton, W J, Etzel, M J, Walker BJ, Abratt, R, Pitt, L & Staude, GE. 1992. Marketing Management in South Africa. Johannesburg: Lexicon.
- Strenski, J B. 1991. Marketing public relations sells: Case studies prove it. Public Relations Quarterly 36(1):25 - 27.
- Strydom, J W (ed). 1998. Introduction to marketing. Kenwyn: Juta.
- Tourish, D & Irving, P. 1995. Integrated communications perspectives and the practice of total quality management. International Journal of Health Care Quality Assurance 8(3): 7 - 14. https://doi.org/10.1108/09526869510089237
- Wells, W, Burnett, JJ & Moriarty, SE. 2000. Advertising. Pn·ncip/es and Practice. Fifth edition. New Jersey:tt, JJ & Moriarty, SE. 2000. Advertising. Pn·ncip/es and Practice. Fifth edition. New Jersey: Prentice Hall.
How to Cite
Marketing public relations {MPR): a critical perspective of current literature . (2022). Communicare: Journal for Communication Studies in Africa, 21(2), 29-41. https://doi.org/10.36615/jcsa.v21i2.1820
