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The marketer's guide to public relat...

Harris, Thomas L., (1931-)

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

紀錄類型:	書目-語言資料,印刷品 : 單行本
正題名/作者:	The marketer's guide to public relations in the 21st century // Thomas L. Harris, Patricia T. Whalen ; foreword by Philip Kotler.
作者:	Harris, Thomas L.,
其他作者:	Whalen, Patricia T.
出版者:	Mason, Ohio :Texere, : c2006.,
面頁冊數:	viii, 287 p. ;24 cm.;
附註:	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.
標題:	Corporations - Public relations. -
ISBN:	0324312105 (hbk.) :

The marketer's guide to public relations in the 21st century /
Harris, Thomas L.,1931-

The marketer's guide to public relations in the 21st century /Thomas L. Harris, Patricia T. Whalen ; foreword by Philip Kotler. - Mason, Ohio :Texere,c2006. - viii, 287 p. ;24 cm.

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.

Includes bibliographical references (p. 273-277) and index.

pt. I. Understanding marketing public relations -- 1. The MPR explosion -- 2. Marketplace forces driving MPR -- 3. Classic MPR -- 4. The trust factor -- 5. How MPR adds value : push, pull, pass -- 6. Circumstances for success : the Harris grid -- pt. II. Planning for MPR success -- 7. The MPR strategic planning process -- 8. Target marketing : from demographics to lifestyle -- 9. Targeting multicultural and global markets -- 10. Reaching a critical audience : internal branding -- 11. MPR tactics A to Z -- 12. Getting coverage in traditional media -- 13. Getting visibility on-line -- 14. The bottom line : measurement and evaluation -- pt. III. Using marketing public relations -- 15. Introducing new products -- 16. Maintaining brands and making advertising news -- 17. Sponsorships and special events -- 18. Place marketing -- 19. Building buzz, placing product, and experiential marketing -- 20. Business-to-business MPR -- 21. Cause-related marketing PR -- 22. Spokespersons -- 23. The future of marketing public relations.

ISBN: 0324312105 (hbk.) :NT$1187

LCCN: 2006003288Subjects--Topical Terms:

494833
Corporations
--Public relations.Subjects--Index Terms:

Marketing public relations.

LC Class. No.: HD59 / .H276 2006

The marketer's guide to public relations in the 21st century /
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505 0 $a pt. I. Understanding marketing public relations -- 1. The MPR explosion -- 2. Marketplace forces driving MPR -- 3. Classic MPR -- 4. The trust factor -- 5. How MPR adds value : push, pull, pass -- 6. Circumstances for success : the Harris grid -- pt. II. Planning for MPR success -- 7. The MPR strategic planning process -- 8. Target marketing : from demographics to lifestyle -- 9. Targeting multicultural and global markets -- 10. Reaching a critical audience : internal branding -- 11. MPR tactics A to Z -- 12. Getting coverage in traditional media -- 13. Getting visibility on-line -- 14. The bottom line : measurement and evaluation -- pt. III. Using marketing public relations -- 15. Introducing new products -- 16. Maintaining brands and making advertising news -- 17. Sponsorships and special events -- 18. Place marketing -- 19. Building buzz, placing product, and experiential marketing -- 20. Business-to-business MPR -- 21. Cause-related marketing PR -- 22. Spokespersons -- 23. The future of marketing public relations.
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700 1 $a Harris, Thomas L., $d 1931- $3 506019