Article by Assistant Professor Trbušić Published in the International Journal Communication Research and Practice

Assistant Professor Davor Trbušić, Ph.D., from the Department of Communication Studies, has published a scientific article in the prestigious international journal Communication Research and Practice (published by Routledge).

The paper, titled Hierarchy or collaboration? Models of the marketing-public relations relationship across emerging markets, analyzes organizational models of the relationship between marketing and public relations in large companies from transitional economies, using Croatian firms as an illustrative sample.

The research, which combines quantitative and qualitative methods, shows that the most widespread model is one where the two departments operate as equal units with partially overlapping functions, while in the consumer goods sector the model of marketing dominance is more common. Notably, two-thirds of respondents reject the idea of merging the departments or subordinating public relations to marketing.

The results confirm that organizations achieve their strategic and situational goals most effectively when marketing and public relations operate as equal and complementary partners.

The full article is available at this link.