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Unleashing the power of PR : a contrarian's guide to marketing and communication / Mark Weiner.

By: Contributor(s): Series: Jossey-Bass business & management seriesPublication details: San Francisco, Calif. : Jossey-Bass, c2006.Edition: 1st edDescription: xxi, 247 p. : ill. ; 24 cmISBN:
  • 0787982792 (hbk.)
  • 9780787982799 (hbk.)
Subject(s): DDC classification:
  • 659.2 WEI
Contents:
Part One: The changing landscape of marketing and corporate communication: 1. New opportunities for marketing and public relations - 2. New challenges facing marketing and public relations -- Part two: Using research to strengthen public relations: 3. Measuring public relations programming - 4. Setting meaningful and measurable public relations objectives - 5. Using research to shape public relations strategy and tactics - 6. Evaluating public relations programs for continual improvement -- Part three: Transforming your public relations program: 7. Real business results : proving-and improving-PR ROI - 8. From concept to reality -- Appendixes. 1. Delahaye executive audit ; 2. Delahaye media demographic audit ; 3. Delahaye journalist audit.
Holdings
Cover image Item type Current library Home library Collection Shelving location Shelf location Call number Materials specified Vol info Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Main Collection Taylor's Library-TU

Floor 4, Shelf 28 , Side 1, TierNo 5, BayNo 3

 659.2 WEI (Browse shelf(Opens below)) 1 Available SOMAC,37001,03,GR 5000037400

"A joint publication of the Jossey-Bass business & management series and the International Association of Business Communicators"--P. [v].

Includes index.

Part One: The changing landscape of marketing and corporate communication: 1. New opportunities for marketing and public relations - 2. New challenges facing marketing and public relations -- Part two: Using research to strengthen public relations: 3. Measuring public relations programming - 4. Setting meaningful and measurable public relations objectives - 5. Using research to shape public relations strategy and tactics - 6. Evaluating public relations programs for continual improvement -- Part three: Transforming your public relations program: 7. Real business results : proving-and improving-PR ROI - 8. From concept to reality -- Appendixes. 1. Delahaye executive audit ; 2. Delahaye media demographic audit ; 3. Delahaye journalist audit.