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)

Descripción:

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. N° de ref. del artículo R01A-00995

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Sinopsis:

Reseña del editor: 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.