An Investigation into the correlation between an organisation's public relations activities and its consumer marketing strategy
Cardiff Metropolitan University
MetadataShow full item record
This investigation looked at whether a correlation exists between public relation activities and a consumer marketing strategy. Throughout the investigation, existing academic literature was referred to as well as primary research obtained through questionnaires and interviews. Several findings were identified including the growing influence public relations have on the buying behaviour of the public. Public relations is becoming a more important department within business, due to the changes in the macro-environment. It has now become a business area that should not be restricted to organisations that have the larger financial resources. Through analysing primary research, themes were identified and inferences were drawn and then scrutinised against existing literature. As a result the conclusion identified that a correlation does exist between public relations and consumer marketing strategies. This conclusion was based upon changing cultural and environmental factors which have made the image and identity of an organisation a key influencer in the buying behaviour of the public.
BA (Hons) Marketing Management
Showing items related by title, author, subject and abstract.
Morris, Thomas (Cardiff Metropolitan University, 2016-04)This dissertation explores the impact of current government strategy to outsource public services, more government contracts and services are being awarded to private companies than ever before. For the last few years ...
An exploration of the knowledge and attitudes of the general public, towards alcohol safety guidelines and their own alcohol consumption Lovegrove, Emily (2018-04-01)Background: Numbers of alcohol related deaths are increasing year on year (HSCIC, 2016), these rising numbers support the need for newer and clearer public guidelines on alcohol consumption (Department of Health, 2016 A). ...
Al-Busaidi, Ya'qoob (University of WalesCardiff School of Management, 2008)The literature demonstrates that archaeological heritage (AH) has been one of the main resources exploited for tourism since the early days of tourism and the communication of this heritage to different types of tourists ...