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Value-Added Public Relations : The Secret Weapon of Integrated Ma

Mardi Gras Zone
(8831)
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US $3.99
ApproximatelyAU $6.21
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Condition:
Very good
Breathe easy. Returns accepted.
Postage:
US $5.22 (approx. AU $8.12) USPS Media MailTM.
Located in: New Orleans, Louisiana, United States
Delivery:
Estimated between Tue, 5 Aug and Tue, 12 Aug to 94104
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eBay item number:175375821351
Last updated on 05 Oct, 2022 06:12:57 AEDSTView all revisionsView all revisions

Item specifics

Condition
Very good: A book that does not look new and has been read but is in excellent condition. No obvious ...
Personalize
No
Book Title
Value-Added Public Relations : The Secret Weapon of Integrated Ma
Custom Bundle
No
Book Series
N,A
Narrative Type
Nonfiction
Personalized
No
Features
1st Edition, Dust Jacket, Ex-Library
Genre
Action
Intended Audience
Adults
Country/Region of Manufacture
United States
Subject
Relations
ISBN
9780844234113
EAN
9780844234113

About this product

Product Identifiers

Publisher
McGraw-Hill Companies, T.H.E.
ISBN-10
0844234117
ISBN-13
9780844234113
eBay Product ID (ePID)
742984

Product Key Features

Number of Pages
336 Pages
Language
English
Publication Name
Value-Added Public Relations : the Secret Weapon of Integrated Marketing
Publication Year
1998
Subject
Marketing / General, Public Relations
Type
Textbook
Author
Thomas L. Harris
Subject Area
Business & Economics
Format
Hardcover

Dimensions

Item Height
1 in
Item Weight
1 Oz
Item Length
9.3 in
Item Width
6.3 in

Additional Product Features

Intended Audience
Scholarly & Professional
LCCN
97-037323
Dewey Edition
21
Illustrated
Yes
Dewey Decimal
659.2
Table Of Content
Part I: How Public Relations Adds Value to Integrated Marketing Chapter 1. The Secret Weapon of Integrated Marketing Chapter 2. Public Relations: The Credibility Quotient Chapter 3. Marketing and Corporate Brand Building Chapter 4. Positioning Your Brand Chapter 5. Creating Marketplace Excitement Chapter 6. Introducing New Products Before the Advertising Breaks Chapter 7. Introducing High-Tech and Health-Care Products Chapter 8. Introducing New Products When There Is No Advertising Chapter 9. Revitalizing Old Products Chapter 10. Maintaining Market Leadership Chapter 11. Making Advertising News When There is No Product News Chapter 12. Making Promotion News When There Is No Product News Chapter 13. Making Packaging News When There Is No Product News Chapter 14. Using Databases to Communicate with Target Customers Chapter 15. Building Person-to-Person Relationships with Customers Chapter 16. Involving People with Products Chapter 17. Cultivating a Core Consumer Base Chapter 18. Providing a Value-Added Customer Service Chapter 19. Bringing a Brand to Life Chapter 20. Leveraging Event Sponsorships Chapter 21. Target Marketing Public Relations Chapter 22. Targeting Secondary Markets Chapter 23. Influencing the Influentials Chapter 24. Identifying Brands with Causes That People Care About Chapter 25. Allaying Consumer Fears to Gain Market Acceptance Chapter 26. Defending Products at Risk and Giving People Permission to Buy Part II: How to Write an Integrated Marketing Public Relations Plan Chapter 27. Step One: Reviewing the Situation Chapter 28. Step Two: Setting MPR Objectives Chapter 29. Step Three: Developing MPR Strategy Chapter 30. Step Four: Marketing Public Relations Tactics Chapter 31. Step Five: Measuring and Evaluating MPR Programs
Synopsis
The author presents the unique ways PR builds brand strength and awareness. He includes a broad range of cases for which PR was the secret weapon that made the difference - from the Wonderbra to Wonderbread and milk to Microsoft.'
LC Classification Number
HF5415.123.H37 1998

Item description from the seller

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Mardi Gras Zone

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Mardi Gras Zone is located in New Orleans, Louisiana at 2706 Royal Street. We are a small specialty supermarket, however, our eBay store has a huge variety of products not available at your regular ...
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