01361nam a2200277Ia 4500 TVU_14121 210423s9999 xx 000 0 und d 0324203047 9780324203042 eng 659.2 M321 Marconi, Joe Public relations the complete guide Joe Marconi Mason, Ohio,[S.l.] South-Western,American Marketing Association 2004 386 p. ill. 24 cm With the rise of integrated marketing communications (IMC) and the decline of paid media, the importance of public relations is on the upswing. Companies are realizing the benefit of speaking with Â"one voiceÂ" in both paid media and nonpaid efforts. And as media rates continue to rise though response rates fall Â- and potential buyers are less moved by what they view as Â"sales messagesÂ" - effective PR will only grow more vital. An excellent resource for professionals in every field, Public Relations: The Complete Guide provides a valuable hands-on reference for professionals ranging from midlevel marketing and sales managers to senior-level executives Public relations; Corporations Joe Marconi Trung tâm Học liệu Trường Đại học Trà Vinh