Title: The marketing mix: a conceptual framework for teaching public relations and other corporate communication

Authors: Marcos Komodromos; Nicholas Nicoli

Addresses: Department of Communications, School of Humanities, Social Sciences and Law, University of Nicosia, 46 Makedonitissis Str., 1700 Egkomi, Cyprus ' Department of Communications, School of Humanities, Social Sciences and Law, University of Nicosia, 46 Makedonitissis Str., 1700 Egkomi, Cyprus

Abstract: This paper examines the concepts that are so often used interchangeably in the broad field of corporate communication. The authors first seek to define the field of marketing and how it has adapted to the fast pace of commerce and technology. In addition, the authors address one specific component of marketing in detail - that of advertising. This area of activity is no doubt the most conspicuous - and arguably - creative element of corporate communication. Because of this, advertising is often the one sector that becomes entangled in just how other areas of an organisation communicate. Indeed, there are cases where public relations professionals need to use the tools, tactics, know-how and accessibility of advertising in the same manner as advertisers often do when similar expertise is required from public relations (PR). Following, the study contributes to existing knowledge regarding the area of the marketing mix, which is used to communicate with customers within the public relations and corporate communications literature.

Keywords: public relations; corporate communications; advertising; marketing communications; direct marketing; sales promotion; marketing mix; marketing education.

DOI: 10.1504/IJTCS.2014.067834

International Journal of Teaching and Case Studies, 2014 Vol.5 No.3/4, pp.303 - 313

Received: 27 Oct 2014
Accepted: 16 Nov 2014

Published online: 26 Feb 2015 *

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