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Modelisation du controle des relations publiques en marketing international

Author

Listed:
  • Denis, J-E

Abstract

Les relations publiques sont le plus souvent presentees parmi les instruments de communication marketing comme un element secondaire. Qu'en est-il en marketing international? Ce texte a donc pour objet de deblayer le terrain et, plus precisement : de preciser la place des relations publiques en marketing international; d'identifier les situations dans lesquelles les relations publiques jouent un role primordial en marketing international; de montrer comment s'effectue le controle des relations publiques au sein des multinationales.

Suggested Citation

  • Denis, J-E, 1996. "Modelisation du controle des relations publiques en marketing international," Papers 96.06, Ecole des Hautes Etudes Commerciales, Universite de Geneve-.
    • Handle: RePEc:fth:ehecge:96.06
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    More about this item

    Keywords

    COMMUNICATION ; PUBLIC RELATIONS ; MARKETING;
    All these keywords.

    JEL classification:

    • D82 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Asymmetric and Private Information; Mechanism Design
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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