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

Author: Harris, Thomas L. ; Whalen, Patricia T.Publisher: Thomson Texere, 2006.Language: EnglishDescription: 287 p. : Graphs ; 24 cm.ISBN: 0324312105Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Main Collection
Print HF5415.123 .H37 2006
(Browse shelf)
Available 900182768
Total holds: 0

Includes bibliographical references and index


Contents The marketer's guide to Public Relations in the 21st Century The marketer's guide to Public Relations in the 21st Century Foreword Preface v vii Part I-Understanding Marketing Public Relations 1 2 3 4 5 6 1 3 11 24 31 39 45 The MPR Explosion Marketplace Forces Driving MPR Classic MPR The Trust Factor How MPR Adds Value: Push, Pull, Pass Circumstances for Success: The Harris Grid Part 11-Planning for MPR Success 7 8 9 10 11 12 13 14 53 55 75 88 102 110 122 135 145 The MPR Strategic Planning Process Target Marketing: From Demographics to Lifestyle Targeting Multicultural and Global Markets Reaching a Critical Audience: Internal Branding MPR Tactics A to Z Getting Coverage in Traditional Media Getting Visibility On-Line The Bottom Line: Measurement and Evaluation Part 111-Using Marketing Public Relations Introducing New Products Maintaining Brands and Making Advertising News Sponsorships and Special Events Place Marketing Building Buzz, Placing Product, and Experiential Marketing Business-to-Business MPR Cause-Related Marketing PR Spokespersons The Future of Marketing Public Relations References Bibliography Index 155 157 172 180 194 202 215 225 235 247 259 273 278

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