The marketer's guide to public relations in the 21st century
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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| Tác giả chính: | |
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| Tác giả khác: | |
| Ngôn ngữ: | Undetermined English |
| Được phát hành: |
Mason, Ohio
Texere
2006
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| Những chủ đề: | |
| Các nhãn: |
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| Thư viện lưu trữ: | Trung tâm Học liệu Trường Đại học Trà Vinh |
|---|
| LEADER | 01515nam a2200253Ia 4500 | ||
|---|---|---|---|
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| 008 | 210423s9999 xx 000 0 und d | ||
| 020 | |a 324312105 | ||
| 041 | |a eng | ||
| 082 | |a 659.2 | ||
| 082 | |b T429 | ||
| 100 | |a Thomas L. Harris | ||
| 245 | 4 | |a The marketer's guide to public relations in the 21st century | |
| 245 | 0 | |c Thomas L. Harris, Patricia T. Whalen ; foreword by Philip Kotler | |
| 260 | |a Mason, Ohio | ||
| 260 | |b Texere | ||
| 260 | |c 2006 | ||
| 300 | |a 287 p. | ||
| 300 | |b ill. | ||
| 300 | |c 24 cm | ||
| 520 | |a 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 | ||
| 650 | |a Corporations --Public relations; Marketing --Management; Public relations | ||
| 700 | |a Thomas L. Harris; Patricia T. Whalen; foreword by Philip Kotler | ||
| 980 | |a Trung tâm Học liệu Trường Đại học Trà Vinh | ||