Marketing and Public Relations: Partners in Spin or Value Drivers?

In recent times consumers worldwide are feeling the pinch of unethical organizational practices. This book asks whether public relations has become the willing spin doctor of organizations using persuasive techniques to extract maximum profit from customers. It examines the relationship between marketing and public relations and finds that public relations is a discipline in trouble: one that is unsure of its real role in the organization. This could lead to a situation where the two-way communication between consumer and company is damaged, to the detriment of consumers. It suggests that this situation might be avoided if public relations repositions itself in the organization's value chain, and acts as an ethical conscience to the organization, as well as an active partner in the marketing process.

Autorentext

Ben-Piet (Barend Pieter) Venter teaches marketing at the International Business School of the Beijing Foreign Studies University in China. He has extensive practical and teaching experience in the fields of marketing, advertising, and public relations, and has lectured at various universities in South Africa, South Korea, and China.