The accelerative and integrative use of marketing public relations in Cyprus

Ioanna Papasolomou, Philip J. Kitchen, Anastasios Panopoulos

    Research output: Contribution to journalArticlepeer-review

    Abstract

    This paper concerns the development of marketing public relations (MPR) and its usage, relevance and significance in Cyprus. By case and interview research, the findings show movement, toward and emphasis upon MPR which is perceived to be more cost effective and efficient in achieving campaign objectives.

    Original languageEnglish
    Pages (from-to)578-580
    Number of pages3
    JournalPublic Relations Review
    Volume39
    Issue number5
    DOIs
    Publication statusPublished - Dec 2013

    Keywords

    • Advertising
    • Cyprus
    • Marketing public relations
    • Promotion

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