Cornelissen 2004

1. Bibliografiske data: Cornelissen, Joep (2004): ”Corporate Communications – Theory and practice”, s. 32-55.

2. Hovedpointe: Pr og marketing, der før var to separate discipliner, er på grund af stigende kompleksitet og krav fra markedet, blev integreret ind til en enkelt discplin; corporate communication – virksomhedskommunikation.

3. Citat: “All of them (IMC, IC and corporate communications, red.), however, agree on the idea that in any case there should be some alignment or coordination (integration) of marketing and public relations activities in order to achieve the best possible communications impact for an organization and its product with external audiences”.

4. Kritik: Integreringen af marketing og PR kan resulterer i at virksomhedens kommunikation overfladiseres, fordi at der ikke specialiseres i den enkelte funktion (PR eller marketing for sig), men at man forsøger at ensrette den totale kommunikation.

Keywords: Marketing, PR, integration, communications management, organizational drivers, communications-based drivers and market, og environment-based drivers for integration.