Lisa Dühring 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.
