The role of public relations in the marketing mix. Case study : the Athenaeum InterContinental Athens
SubjectΔημόσιες σχέσεις ; Μάρκετινγκ -- Διοίκηση και οργάνωση ; Ξενοδοχεία -- Διοίκηση και οργάνωση ; Στρατηγικός σχεδιασμός
The main objective of the present dissertation is to examine the importance of the Public Relations (PR) in the Marketing Mix through a case analysis of the PR office at the Athenaeum InterContinental Athens and its multifunctional operation within the hotel. Initially, a quite detailed analysis of the PR advantages and disadvantages as well as its main objectives, methods, tools and tactics are presented. The second chapter introduces us to the Case Study of the Athenaeum InterContinental Athens indicating an in-depth scanning on the internal & the external environment of the hotel. PEST and Porter’s models as well as the hotel’s SWOT analysis are also included to provide us with a better understanding of the aforementioned corporation. The final chapter commences with the marketing mix of the Athenaeum InterContinental Athens, the operation of the Sales & Marketing Department, as well as the role of the PR office within the hotel. PR duties, objectives, strategies, tools, overall activities and methods of evaluation are thoroughly indicated alongside the Sales, Marketing & PR budget. Concluding, the emergence of an innovative approach into Integrated Marketing Communications and the essential presence of the PR within this model, are strongly recommended for immediate implementation by the Athenaeum InterContinental Athens.