Taylor's Library

Normal view MARC view ISBD view

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

By: Weiner, Mark, 1946-.
Contributor(s): International Association of Business Communicators.
Series: Jossey-Bass business & management series. Publisher: San Francisco, Calif. : Jossey-Bass, c2006Edition: 1st ed.Description: xxi, 247 p. : ill. ; 24 cm.ISBN: 0787982792 (hbk.); 9780787982799 (hbk.).Subject(s): Public relations | Business communication | Communication in marketingDDC classification: 659.2
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.
Item type Current location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU
659.2 WEI (Browse shelf) 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.