Resumen de The accelerative and integrative use of marketing public relations in Cyprus

Ioanna Papasolomou, Philip J. Kitchen, Anastasios Panopoulos

• This paper concerns the development of marketing public relations (MPR) and its usage, relevance and significance in Cyprus. By case and interview research, the findings show movement, toward and emphasis upon MPR which is perceived to be more cost effective and efficient in achieving campaign objectives.