The
This book is a complete update of an earlier volume that Harris wrote in 1993. The entire concept of The Marketer's Guide to Public Relations runs counter to the traditional concept of 'events-driven' public relations. This book challenges the reader to use public relations as a strat...
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| Autor principal: | |
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| Idioma: | Undetermined English |
| Publicado em: |
Mason, Ohio
Texere
2006
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| Thư viện lưu trữ: | Trung tâm Học liệu Trường Đại học Trà Vinh |
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| Resumo: | This book is a complete update of an earlier volume that Harris wrote in 1993. The entire concept of The Marketer's Guide to Public Relations runs counter to the traditional concept of 'events-driven' public relations. This book challenges the reader to use public relations as a strategic tool, to achieve measurable and actionable marketing objectives. Not dissimilar to the concept of 'Integrated Marketing Communications', MPR seeks to read one's market, determine need, and build a marketing program (both communciation and marketing strategy) from the outside in: determine the way customers want to learn about your product and develop a strategy to create awareness, communcate the benefits, and instill a motivation to purchase |
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| Descrição Física: | viii, 287 p. 24 cm |
| ISBN: | 0324312105 9780324312102 |