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By Thomas L. Harris
How Today's Top Companies Are Using the New PR to Gain a Competitive Edge
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.
✰Izdavač: John Wiley & Sons, Inc.
✰Povez: tvrdi, zaštitne plastificirane korice, 306 strana, fotografije, tabele.
✰Nepodvlačena, nema posvetu, težina 610 grama