Peer reviewedERIC Number: EJ472386
Record Type: CIJE
Publication Date: 1993
Pages: N/A
Abstractor: N/A
ISBN: N/A
ISSN: ISSN-0363-8111
EISSN: N/A
From Relationships to Relationship Marketing: Applying Database Technology to Public Relations.
Petrison, Lisa A.; Wang, Paul
Public Relations Review, v19 n3 p235-45 Fall 1993
Notes that advances in new technologies and uses of databases have expanded the definition of publics and increased the ability to target messages to narrower and narrower ranges of publics. Explores the implications of these developments for the public relations profession. (RS)
Descriptors: Database Design, Databases, Higher Education, Information Retrieval, Marketing, Public Relations
Publication Type: Opinion Papers; Journal Articles
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A
