| ID | 154059 |
| Title Proper | Advertising and public relations in Israel |
| Other Title Information | an integrated historiography approach |
| Language | ENG |
| Author | Magen, Clila ; Roth-Cohen, Osnat |
| Summary / Abstract (Note) | This article offers a comprehensive overview of the evolution of marketing in Israel. By merging the histories of two leading disciplines within the marketing mix, advertising and public relations, it offers a fresh direction in marketing historiography based on the story-telling method and the periodization approach. Studying the evolution of both professions in a synergistic manner leads to several interesting insights that are otherwise overlooked. The article demonstrates how an integrated approach provides a better understanding of the evolution of both fields and substantially enriches the history of the professions within the marketing arena. |
| `In' analytical Note | Israel Affairs Vol. 23, No.4; Aug 2017: p.690-714 |
| Journal Source | Israel Affairs Vol: 23 No 4 |
| Key Words | Israel ; Israeli Society ; PR History ; Advertising History ; Integrated Communication |