Lisa Duhring reconstructs the relationship between public relations and marketing research on a metatheoretical level. She presents a concise systematization of the theoretical discourse in both disciplines since the beginning of the twentieth century by differentiating key phases of development and evaluating current research approaches. This study argues for a stronger connection of both disciplines and a better profiling within the mother disciplines of communication and business studies by fostering critical and interpretative approaches. This book is strongly recommended to everybody interested in the history and epistemology of marketing and public relations theory and the relationship between both fields.

Die Autoren diskutieren die konzeptionellen Grundlagen des Kommunikations- und Markenmanagements in Commodity-Branchen, analysieren mehrere Fallstudien und stellen die Ergebnisse einer deutschlandweiten Studie bei Marketing- und Kommunikationsmanagern vor.