Evaluating the contribution of public relations within the marketing mix in the hotel industry
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- Tez No: 400119
- Danışmanlar: DR. DAVİD GİLBERT
- Tez Türü: Yüksek Lisans
- Konular: İşletme, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 1995
- Dil: İngilizce
- Üniversite: University of Surrey
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 127
Özet
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Özet (Çeviri)
One of the most powerful, but still underrated tools available to marketing managers is the range of activities collectively known as public relations (PR). Public relations may be defined as the management function that identifies, establishes, and maintains mutually beneficial relationships between an organisation and the various publics on whom its success or failure depends. (Black, 1992)The aim of this dissertation is to provide guidance towards making decisions regarding effective management of public relations activities in the hotel industry. Since in this dissertation, it is intended to integrate theory and practice to arrive at the new insights into public relations in the hotel industry, the information needed to compose this thesis is collected by using two research techniques; primary (semistructured interviews) and secondary research (desk research). Basically, the semistructured interviews ground the project in the facts from firsthand accounts and own discoveries about the public relations practice, while the desk research provides background for the investigation and support for the conclusions.Finally, it is found that, in the case of the hotel industry, public relations performs a variety of functions. For instance, it is useful in establishing awareness, creating image, building goodwill, rebuilding confidence after some service setback such as a strike or accident, which are very important for the survival of the companies in today?s competitive environment. However, it requires great skills to manage such activities, which is why many firms use external consultants and agencies to assist their public relations efforts. iiSince public relations is an integral part of the marketing mix and the marketing mix is the backbone of a marketing plan, public relations too, must be the subject of careful planning. In conclusion, it is found that strategic planning with continuous research is the key for effective public relations in the hotel industry.
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