The Marketer's Guide to Public Relations: How Today's Top Companies are Using the New PR to Gain a Competitive Edge (Wiley Series on Business Strategy)

Harris, Thomas L.

ISBN 10: 0471618853 / ISBN 13: 9780471618850

Editore: Wiley, 1991

Good condition. Good dust jacket. A copy that has been read but remains intact. May contain markings such as bookplates, stamps, limited notes and highlighting, or a few light stains. Codice articolo R01A-00995

Riassunto:

This guide covers the "new PR", which plays a critical marketing role in many of today's most innovative and successful companies. It explores the latest techniques in profit-building public relations, from sports and events sponsorship and cause-related marketing to movie and media exposures, together with a host of methods for launching new products. The book shows why public relations have become a vital part of the marketing mix, and explains how to set up a marketing PR plan, develop focused themes and integrate PR into the overall marketing strategy. Case studies are included, featuring American companies such as Disney, Ford, IBM, Sony, Coca-Cola, Procter & Gamble, McDonalds and Mattel.

Product Description: Book by Harris Thomas L

Dati bibliografici

Titolo: The Marketer's Guide to Public Relations: ...
Casa editrice: Wiley
Data di pubblicazione: 1991
Legatura: Rilegato
Condizione: Good
Condizione sovraccoperta: sovraccoperta