The marketer's guide to public relations in the 21st century

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Title:

Author:

Harris, Thomas L., 1931-

ISBN:

9780324312102

Personal Author:

Harris, Thomas L., 1931-

Publication Information:

Mason, Ohio : Thomson, c2006.

Physical Description:

viii, 287 p. ; 24 cm.

General Note:

Rev. ed. of: The marketer's guide to public relations : how today's top companies are using the new PR to gain a competitive edge. 1991.

'RACOM communications' --t.p.

Abstract:

"This book combines "how-to-do-it" with "how-they-did-it" case histories that illustrate how vital public relations has become in marketing the most important brands. The book addresses consumer and business-to-business marketing as well as the emerging area of internal marketing. It also presents the latest methods for measuring MPR effectiveness required by today's marketers. This book will become an essential resource for both small and mid-sized companies and those who market their products globally in the world."--BOOK JACKET.

Subject Term:

Corporations -- Public relations.

Marketing -- Management.

Public relations.

Added Author:

Whalen, Patricia T.

Added Corporate Author:

Racom Communications.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168020374043	659.2 H316M 2006	1	Searching... Unknown

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Summary

Design successful marketing campaigns with THE MARKETER'S GUIDE TO PUBLIC RELATIONS IN THE 21ST CENTURY This marketing text delivers the tools needed to help you design successful strategies and tactics that maximize awareness, communicate product benefits dramatically, and motivate consumers and business to business customers to act. You will learn find where your customers are, place marketing messages next to them, and improve response to customer needs in the way consumers want. This text delivers the tools for success