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The Relationship Between Brand Management and Public

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The Relationship Between Brand Management and Public
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THE CHANGING DIMENSIONS OF PUBLIC RELATIONS: THE RELATIONSHIP BETWEEN BRAND MANAGEMENT AND PUBLIC RELATIONS E. Pelin BAYTEKİN*, Mine YENİÇERİ ALEMDAR**, Nahit Erdem KÖKER*** ABSTRACT The changes in the dimensions of public relations, due to the globalization effect on the business enterprises, are remarkable. In this manner, the relationship of public relations with re-engineering, total quality management, six sigma approach, event management, crisis management, reputation management, knowledge management and customer relationship management is evaluated in this study. Moreover, after establishing these interactions, the relationship between public relations and brand management will be evaluated as well. Keywords: Brand Management, Public Relations, Globalization. INTRODUCTION It is possible to say that the process of globalization –which is used to define any conceptual change in the world from economics to culture- is being emerging till the 80’s. There are different ideas about historical process of the globalization that can be defined as “compression of the world and increasing consciousness of perception of assuming as one place as a concept” (as cited in Aslanoğlu, 1998:124, Waters, 1995:1). There is an on going argument about the fact of globalization. Some authors believe that it is not a new fact
*

Assist. Prof. Dr. , Department of Public Relations and Publicity Communication Faculty, Ege University, Ph.D.C., Research Assistant, Department of Public Relations and Publicity Communication Faculty, Ege Ph.D.C., Research Assistant, Department of Public Relations and Publicity Communication Faculty, Ege

Turkey, E-mail: pelin.baytekin@ege.edu.tr
**

University, Turkey E-mail: mine.alemdar@ege.edu.tr
***

University, Turkey, E-mail: nihat.koker@ege.edu.tr
Journal of Yasar University, 3(11), 1487-1507

THE CHANGING DIMENSIONS OF PUBLIC RELATIONS: THE RELATIONSHIP BETWEEN BRAND MANAGEMENT AND PUBLIC RELATIONS

1488

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