รูปภาพสินค้า รหัส9780324312102
9780324312102
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ผู้เขียนThomas L. Harris, Patricia T. Whalen

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รหัสสินค้า: 9780324312102
จำนวน: 287 หน้า
ขนาดรูปเล่ม: 160 x 235 x 28 มม.
น้ำหนัก: 645 กรัม
เนื้อในพิมพ์: ขาวดำ 
ชนิดปก: ปกแข็ง 
ชนิดกระดาษ: กระดาษถนอมสายตา 
หน่วย: เล่ม 
สำนักพิมพ์: Thomson Learning 
:: เนื้อหาโดยสังเขป
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.
:: สารบัญ
Part I Understanding Marketing Public Relations
Part II Planning for MPR Success
Part III Using Marketing Public Relations
:: คำนิยม
"There's no one who knows more about marketing public relations than Tom Harris. Marketers and publicists alike will be well served dipping into his deep knowledge base."
--Harold Burson, Chairman Founder, Burson-Marsteller--

"This new book on this exciting subject will be required reading for all of us in this industry."
--Al Golin, Chairman, GolinHarris--

"Tom Harris (and) Patricia Whalen's book offers a wealth of practical wisdom for anyone who wants to realize the full potential of marketing public relations."
--John D. Graham, Chairman and CEO, Fleishman-Hillard--