publication . Master thesis . 2011

The role of public relations in the marketing mix. Case study : the Athenaeum InterContinental Athens

Open Access Greek
  • Published: 30 Nov 2011
  • Country: Greece
Abstract
The main objective of the present dissertation is to examine the importance of the Public Relations (PR) in the Marketing Mix through a case analysis of the PR office at the Athenaeum InterContinental Athens and its multifunctional operation within the hotel. Initially, a quite detailed analysis of the PR advantages and disadvantages as well as its main objectives, methods, tools and tactics are presented. The second chapter introduces us to the Case Study of the Athenaeum InterContinental Athens indicating an in-depth scanning on the internal & the external environment of the hotel. PEST and Porter’s models as well as the hotel’s SWOT analysis are also included...
Subjects
free text keywords: Δημόσιες σχέσεις, Μάρκετινγκ -- Διοίκηση και οργάνωση, Ξενοδοχεία -- Διοίκηση και οργάνωση, Στρατηγικός σχεδιασμός
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Dione (Διώνη)
Master thesis . 2011
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