ABSTRACT
This chapter explores the emergence of marketing public relations (MPR) as a conceptual discipline, the location of MPR, whether MPR was likely to become a separate marketing management discipline, or whether it will be anchored to PR in general, ascertain the influence of the protracted debate concerning boundaries and the relationship between MPR and corporate public relations (CPR). The marketing literature indicates that many businesses have elevated marketing activities to a dominant organizational position and, thus, marketing is treated as the most important commitment within an organization. The need for co-operation between CPR and MPR seems vital now and may be increasingly so in the future. Some give and take will inevitably be required from both.
