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BÜTÜNLEŞİK PAZARLAMA İLETİŞİMİ İÇERİSİNDE MARKA KAVRAMI VE BU KAVRAMIN HALKLA İLİŞKİLER BOYUTU

Brand Concept In Integrated Marketing Communications and Its Public Relations Dimension

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Abstract (2. Language): 
In globalizing world, on one hand there are many brand new professions and loorking areas, and the other also many professions are deprived of rapidly changing trends, and for this reason they have to face with new tasks and responsibilities. Furthermore from the point of views of public relations profession not only the environment of communication channels is developed and the types of message are increased, but also the public relations profession has many more spesific activities such as the support to corporate image and the product/brand image building. In this circumstances, the cooperation of other disciplines such as marketing, sales-promotion, advertising and public relations, the necessity of customer-oriented marketing movements sets the concept of integrated marketing communications on the agenda. It's not hard to say the importance of public relations, after underlying how vital communication is in the integrated marketing communications. So, public relations takes part in a position to affect directly the each items in promotion mix. The concept of marketing P.R. can be accepted as ivide range of specific public relations activities from corporate to product. The concept of brand and its communication problems set public relations dimensions up in this matter. This study is aimed at clarifying the details of the issue.
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İLETİŞİM FAKÜLTESİ DERGİSİ/ Bütünleşik Pazarlama iletişimi İçerisinde Marka Kavramı ve Bu Kavramın Halkla İlişkiler Boyutu
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