Advertising and public relations in Israel: an integrated historiography approach

Research output: Contribution to journalArticlepeer-review

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 languageEnglish
Pages (from-to)690-714
Number of pages25
JournalIsrael Affairs
Volume23
Issue number4
DOIs
StatePublished - 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

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