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The Marketer's Guide to Public Relations in the 21st Century

2006 Corporations
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Release : 2006
Genre : Corporations
Kind : eBook
Book Rating : 102/5 ( reviews)

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Book Synopsis The Marketer's Guide to Public Relations in the 21st Century by : Thomas L. Harris

Download or read book The Marketer's Guide to Public Relations in the 21st Century written by Thomas L. Harris. This book was released on 2006. Available in PDF, EPUB and Kindle. Book excerpt: 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.

The Marketer's Guide to Public Relations

1993 Corporate sponsorship
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Release : 1993
Genre : Corporate sponsorship
Kind : eBook
Book Rating : /5 ( reviews)

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Book Synopsis The Marketer's Guide to Public Relations by : Thomas L. Harris

Download or read book The Marketer's Guide to Public Relations written by Thomas L. Harris. This book was released on 1993. Available in PDF, EPUB and Kindle. Book excerpt:

The Marketer's Guide to Public Relations

1991-02-07 Business & Economics
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Release : 1991-02-07
Genre : Business & Economics
Kind : eBook
Book Rating : /5 ( reviews)

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Book Synopsis The Marketer's Guide to Public Relations by : Thomas L. Harris

Download or read book The Marketer's Guide to Public Relations written by Thomas L. Harris. This book was released on 1991-02-07. Available in PDF, EPUB and Kindle. Book excerpt: The 1990s will mark an era of intense competition, both domestically and globally; businesses must win a share of the consumer's mind and heart and build strong consumer awareness and preference. However, in today's ``overcommunicated'' society, mass and even target advertising lose some of their cost-effectiveness. That's where ``marketing public relations'' (MPR) comes in, making the most of the strength of news, events, community programs, and other powerful communication modalities. Covers this emerging trend in public relations, showing not only why MPR helped companies gain a competitive edge, but also how it is used by its most sophisticated practitioners to get maximum mileage from product introductions, special events marketing, brand name associations and company reputation, how to extend a product's life cycle, defend products at risk, and more. Features examples and actual cases illustrating the success of MPR.

Unleashing the Power of PR

2006-06-12 Business & Economics
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Release : 2006-06-12
Genre : Business & Economics
Kind : eBook
Book Rating : 996/5 ( reviews)

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Book Synopsis Unleashing the Power of PR by : Mark Weiner

Download or read book Unleashing the Power of PR written by Mark Weiner. This book was released on 2006-06-12. Available in PDF, EPUB and Kindle. Book excerpt: Using dozens of case studies from well-known companies such as General Electric, FedEx, Procter & Gamble, Merck, Boeing, and Intel, Delahaye president and public relations scientist Mark Weiner offers a research-based model for creating and implementing public relations programs that will generate desired results and improve an organization’s ROI. Written as a highly accessible hands-on guide, Unleashing the Power of PR explains how to use market research methods to plan and evaluate public relations programs scientifically. The author explores the benefit of learning to speak to senior executives in a way that will improve communications and ultimately help strengthen PR performance and results. In addition, the book debunks common myths—such as “PR is impossible to measure!”—that undercut the effectiveness of PR and obscure its real value.

Marketing Public Relations

2010 Marketing
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Release : 2010
Genre : Marketing
Kind : eBook
Book Rating : 315/5 ( reviews)

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Book Synopsis Marketing Public Relations by : Gaetan T. Giannini

Download or read book Marketing Public Relations written by Gaetan T. Giannini. This book was released on 2010. Available in PDF, EPUB and Kindle. Book excerpt:

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