«Marketing PR»: Theoretical and Practical Aspects

Student: Guseva Kristina

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2016

This research addresses the evolution of marketing public relations (MPR) from its origins within the broader areas of marketing, public relations, marketing communications and publicity functions. Transcending the norms of conventional strategic marketing practices, businesses increasingly turn to new and alternative methods to increase their competitiveness, all within a globalised and harsh environment characterized by big competition and incessant change both at the business and the consumer ends. The aim of this research is exactly to understand marketing public relations through the interpretations and experiences of practitioners.

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