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

Design successful marketing campaigns with THE MARKETER'S GUIDE TO PUBLIC RELATIONS IN THE 21ST CENTURY! This marketing text delivers the tools needed to help you design successful strategies and tactics that maximize awareness, communicate product benefits dramatically, and motivate consumers and business to business customers to act. You will learn find where your customers are, place marketing messages "next to them," and improve response to customer needs in the way consumers want. This text delivers the tools for success!

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Detail Information

Series Title

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Call Number

659.2 HAR m

Publisher

Mason, Ohio : Texere., 2006

Collation

viii, 287 p. ; 24 cm.

Language

English

ISBN/ISSN

0324312105

Classification

659.2

Content Type

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Media Type

-

Carrier Type

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Edition

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Subject(s)

Public relations
Corporations -- Public relations
Marketing -- Management

Specific Detail Info

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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