Abstract
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.
Original language | English |
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Pages (from-to) | 690-714 |
Number of pages | 25 |
Journal | Israel Affairs |
Volume | 23 |
Issue number | 4 |
DOIs | |
State | Published - 4 Jul 2017 |
Keywords
- Israel
- Israeli society
- PR history
- advertising history
- integrated communication
All Science Journal Classification (ASJC) codes
- Cultural Studies
- History
- Political Science and International Relations