Advertising and public relations in Israel: an integrated historiography approach

Osnat Roth-Cohen, Clila Magen

Research output: Contribution to journalArticlepeer-review

3 Scopus citations


This article offers a comprehensive overview of the evolution of marketing in Israel. By merging the histories of two leading disciplines within the marketing mix, advertising and public relations, it offers a fresh direction in marketing historiography based on the story-telling method and the periodization approach. Studying the evolution of both professions in a synergistic manner leads to several interesting insights that are otherwise overlooked. The article demonstrates how an integrated approach provides a better understanding of the evolution of both fields and substantially enriches the history of the professions within the marketing arena.

Original languageEnglish
Pages (from-to)690-714
Number of pages25
JournalIsrael affairs
Issue number4
StatePublished - 4 Jul 2017


  • Israel
  • Israeli society
  • PR history
  • advertising history
  • integrated communication


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