{"id":11337,"date":"2018-03-09T08:56:37","date_gmt":"2018-03-09T08:56:37","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/fundamentos-para-un-modelo-de-coordinacion-entre-las-relaciones-publicas-y-el-marketing\/"},"modified":"2018-03-09T08:56:37","modified_gmt":"2018-03-09T08:56:37","slug":"fundamentos-para-un-modelo-de-coordinacion-entre-las-relaciones-publicas-y-el-marketing","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/psicologia\/fundamentos-para-un-modelo-de-coordinacion-entre-las-relaciones-publicas-y-el-marketing\/","title":{"rendered":"Fundamentos para un modelo de coordinaci\u00f3n entre las relaciones p\u00fablicas y el marketing"},"content":{"rendered":"<h2>Tesis doctoral de <strong> M. Pilar Buil Gazol <\/strong><\/h2>\n<p>Esta investigaci\u00f3n estudia los diferentes tipos de relaci\u00f3n que se pueden dar entre las disciplinas de marketing y de relaciones p\u00fablicas y define un modelo de relaci\u00f3n como el que mejor respeta la identidad de ambas disciplinas.  el trabajo de investigaci\u00f3n consta de tres partes. En las dos primeras partes, se estudia la naturaleza de caada disciplina, es decir, la historia, los principios te\u00f3ricos, y el proceso de gesti\u00f3n; de modo que queda bien delimitada la identidad de cada funci\u00f3n. En la tercera parte, se expone en primer lugar la ampliaci\u00f3n de la funci\u00f3n de marketing; a partir de los a\u00f1os sesenta, los expertos en marketing propusieron una concepci\u00f3n ampliada de la funci\u00f3n de marketing que chocaba con los l\u00edmites conceptuales y operativos de la actividad de relaciones p\u00fablicas.  en este apartado se analiza, por tanto, no s\u00f3lo la nueva propuesta te\u00f3rica del marketing, sino tambi\u00e9n el debate que dicha concepci\u00f3n plantea entre los pincipales representase de las dos funciones, a la vez que se revisan los nuevos fen\u00f3menos de comunicaci\u00f3n que en la d\u00e9cada de los noventa surgieron en el \u00e1mbito profesional: relaciones p\u00fablicas de marketing, comunicaci\u00f3n integrada de marketing y marketing relacional. Por \u00faltimo, como cap\u00edtulo final, se definen los diferentes tipos de relaci\u00f3n que se pueden dar entre ambas disciplinas y se propone uno, el modelo de coordinaci\u00f3n, como el que mejor se ajusta a la naturaleza de ambas funciones.  la investigaci\u00f3n concluye que aunque se trata de dos funciones de gesti\u00f3n distintas y aut\u00f3nomas, deben operar de forma coordinada en asuntos de comunicaci\u00f3n.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Fundamentos para un modelo de coordinaci\u00f3n entre las relaciones p\u00fablicas y el marketing<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Fundamentos para un modelo de coordinaci\u00f3n entre las relaciones p\u00fablicas y el marketing <\/li>\n<li><strong>Autor:<\/strong>\u00a0 M. Pilar Buil Gazol <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Navarra<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 15\/06\/2001<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>\u00e1ngel Arrese Reca<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: alfonso Nieto tamrgo <\/li>\n<li>vicente paul Capriotti peri (vocal)<\/li>\n<li>Juan De los \u00e1ngeles villena (vocal)<\/li>\n<li>rosa Mar\u00eda Berganza conde (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de M. Pilar Buil Gazol Esta investigaci\u00f3n estudia los diferentes tipos de relaci\u00f3n que se pueden dar entre [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[17749,324,996,19150],"tags":[37263,17814,17791,37262,37265,37264],"class_list":["post-11337","post","type-post","status-publish","format-standard","hentry","category-navarra","category-psicologia","category-psicologia-social","category-tecnicas-de-marketing","tag-alfonso-nieto-tamrgo","tag-angel-arrese-reca","tag-juan-de-los-angeles-villena","tag-m-pilar-buil-gazol","tag-rosa-maria-berganza-conde","tag-vicente-paul-capriotti-peri"],"_links":{"self":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/11337","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/comments?post=11337"}],"version-history":[{"count":0,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/11337\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/media?parent=11337"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/categories?post=11337"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/tags?post=11337"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}