Abstract |
CONVENTIONAL MARKETING TENDS TO REGARD PUBLIC RELATIONS AS A SEPARATE OPTIONAL ELEMENT, A PART OF MARKETING AT BEST. PHILIP KOTLER WHOSE BOOKS HAVE INFLUENCED MUCH OF THE TEACHING OF MARKETING, HIDES PUBLIC RELATIONS UNDER "PUBLICITY". HOWEVER, OVER THE YEARS IT HAS BEEN GRADUALLY RECOGNIZED THAT PUBLIC RELATIONS HAS MUCH WIDER HORIZON AND IS A VITAL TOOL FOR BOTH PROFIT AND NON-PROFIT ORGANIZATIONS IN BRINGING THE ORGANIZATION CLOSER TO ITS PUBLIC'S.
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