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54 Mapping the Field

5 Olasky, M.N. (1987), Corporate Public Relations: A New Historical Perspective. Hillsdale, NJ:
Lawrence Erlbaum Associates.
6 Broom, G.M., Lauzen, M.M., and Tucker, K. (1991), ‘Public relations and marketing:
dividing the conceptual domain and operational turf’,Public Relations Review,17 (3),219–225,
p. 220.
7 Broom et al. (1991), p. 220; see also Tedlow, R.S. (1990), New and Improved: The Story of
Mass Marketing in America. New York: Basic Books.
8 For more information on marketing’s historical development,see the excellent Fullerton,R.A.
(1988), ‘How modern is modern marketing? Marketing’s evolution and the myth of the
“production era’’’, Journal of Marketing, 52, 108–125.
9 Duncan, T., and Moriarty, S.E. (1998), ‘A communications-based marketing model for
managing relationships’, Journal of Marketing, 62 (April), pp. 1–13.
10 Kotler, P., and Mindak,W. (1978),‘Marketing and public relations, should they be part-
ners or rivals?’, Journal of Marketing, 42 (10), 13–20, p. 20.
11 See Ehling,W.P.,White, J., and Grunig, J.E. (1992),‘Public relations and marketing prac-
tices’, in Grunig, J.E. (ed.), Excellence in Public Relations and Communications Management.
Hillsdale, NJ: Lawrence Erlbaum Associates, pp. 357–383; Ehling,W.P. (1989),‘Public relations
management and marketing management: different paradigms and different missions’, paper
presented at the meeting of the Public Relations Colloquium, San Diego.
12 Kotler and Mindak (1978), p. 17.
13 Ehling et al. (1992).
14 Harris,T.L. (1991), The Marketers Guide to Public Relations: How Today’s Top Companies
Are Using the New PR to Gain a Competitive Edge. New York: John Wiley & Sons; Harris,T.L.
(1997),‘Integrated marketing public relations’, in Caywood, C. (ed.), The Handbook of Strategic
Public Relations & Integrated Communications. New York: McGraw-Hill, pp. 90–105.
15 Van der Meiden,A. (1993),‘Public relations and “other” modalities of professional commu-
nications: asymmetric presuppositions for a new theoretical discussion’, International Public
Relations Review, 16 (3), 8–11, p. 11; see also Miller, G.R. (1989),‘Persuasion and public rela-
tions:two P’s in a pod’,in Botan,C.H.,and Hazleton,V.(eds),Public Relations Theory.Hillsdale,
NJ: Lawrence Erlbaum Associates, pp. 45–66.
16 Van Leuven, J. (1991),‘Corporate organizing strategies and the scope of public relations
departments’, Public Relations Review, 17 (3), 279–291, p. 283.
17 Hart, N.A. (1988), Practical Advertising and Publicity: Effective Promotion of Products and
Services to Industry and Commerce. London: McGraw-Hill, p. 3.
18 Kitchen, P.J. (1993), ‘The developing use of public relations in fast-moving consumer
goods firms’, doctoral dissertation, Keele University.
19 Brown,T.J., and Dacin,A. (1997),‘The company and the product: corporate associations
and consumer product responses’, Journal of Marketing, 61 (January), 68–84; Biehal, G.J., and
Sheinin,D.A.(1998),‘Managing the brand in a corporate advertising environment:a decision-
making framework for brand managers’, Journal of Advertising, 27 (2), 99–111.
20 White, J. (1991), How to Understand and Manage Public Relations: A Jargon-free Guide to
Public Relations Management. London: Business Books.
21 See Schultz, D.E., Tannenbaum, S.I., and Lauterborn, R.F. (1993) The New Marketing
Paradigm: Integrated Marketing Communications. Lincolnwood: NTC Publishing;Wightman, B.
(1999), ‘Integrated communications: organization and education’, Public Relations Quarterly,
44 (2), 18–22; Marion, G. (1998),‘Corporate communications managers in large firms: new
challenges’, European Management Journal, 16 (6), 660–671.
22 Cornelissen, J.P., and Lock, A.R. (2000), ‘Theoretical concept or management fashion:
examining the significance of integrated marketing communications’, Journal of Advertising
Research, 40 (5), 7–15.