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The Marketer's Guide to Public Relations in the 21st Century

Download or Read eBook The Marketer's Guide to Public Relations in the 21st Century PDF written by Thomas L. Harris and published by Thomson South-Western. This book was released on 2006 with total page 0 pages. Available in PDF, EPUB and Kindle.
The Marketer's Guide to Public Relations in the 21st Century
Author :
Publisher : Thomson South-Western
Total Pages : 0
Release :
ISBN-10 : 0324312105
ISBN-13 : 9780324312102
Rating : 4/5 (05 Downloads)

Book Synopsis The Marketer's Guide to Public Relations in the 21st Century by : Thomas L. Harris

Book excerpt: This book is a complete update of an earlier volume that Harris wrote in 1993. The entire concept of The Marketer's Guide to Public Relations runs counter to the traditional concept of 'events-driven' public relations. This book challenges the reader to use public relations as a strategic tool, to achieve measurable and actionable marketing objectives. Not dissimilar to the concept of 'Integrated Marketing Communications', MPR seeks to read one's market, determine need, and build a marketing program (both communciation and marketing strategy) from the outside in: determine the way customers want to learn about your product and develop a strategy to create awareness, communcate the benefits, and instill a motivation to purchase.


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