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.
Part I Understanding Marketing Public Relations
Part II Planning for MPR Success
Part III Using Marketing Public Relations
ISBN | : 0324312105 (ปกแข็ง) 287 หน้า |
ขนาด | : 160 x 235 x 28 มม. |
น้ำหนัก | : 645 กรัม |
เนื้อในพิมพ์ | : ขาวดำ |
ชนิดกระดาษ | : กระดาษถนอมสายตา |
สำนักพิมพ์ | : Thomson Learning |
เดือนปีที่พิมพ์ | : --/2006 |