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The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition - Clarke Caywood
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Clarke Caywood:

The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition - neues Buch

ISBN: 9780071767460

ID: 978007176746

Praise for The Handbook of Strategic Public Relations and Integrated Marketing Communications“The second edition of the Handbook of Strategic Public Relations and Integrated Marketing Communications is very impressive in its coverage of trends, tools, industries, and challenges. Every marketer needs to have a copy.”—Philip Kotler, Kellogg School of Management, Northwestern University, author of Marketing 3.0M”The massively updated Handbook of Strategic Public Relations and Integrated Marketing Communications is the go to source for an overview of the fast changing field of PR and the central role it plays in marketing. An easy to read mélange of case studies from a wide variety of industries, commentaries on trends in the field, and insights on the links between theory and practice, it guides the reader through an increasingly complex—and ubiquitous—discipline.”—Jerry Swerling, Professor and Director of Public Relations Studies, and Director of Strategic Communication, PR Center, Annenberg School for Communication and Journalism, University of Southern California”The Handbook is a fresh look at strategic public relations with great insights from top public relations professionals. Invaluable advice and a must read for all PR practitioners.”—Jane Ostrander, Vice President, Global Communications, Tenneco The definitive guide to PR and communications—updated with the newest social media and brand-reputation tools and techniquesThe most authoritative, comprehensive resource of its kind, The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition, is a gathering of 70 of the brightest, most influential figures in the field. It includes 27 new chapters as well as 44 new authors addressing the major changes in the field since the last edition: the use of social media in business, demanding and growing stakeholder relationships and a new era of openness and transparency to protect reputations and brands and to prevent crises.Providing best practices for 28 key industries, the handbook is conveniently organized into thematic sections:Introduction to Public Relations and Integrated Communications— research, history, law and ethicsStakeholder Leadership in Public Relations—crisis management, employees, investors, consumers, press, corporate philanthropy and digital communitiesCurrent and Continuing Issues in Public Relations—business sustainability, environmental communications, and reputation and brand managementIndustries and Organizations: Business-to-Consumer and Business-to-Business—automotive, aviation, insurance, hospitality, healthcare, consulting, financial, food, law and energyEach section highlights specific case studies and examples to illuminate exactly how to plan and execute different methods for optimum results. The book concludes with a section on the future of the industry—developing issues, trends and roles of public relations and integrated communications.Use The Handbook of Strategic Public Relations and Integrated Marketing Communications to position your company, your brand and yourself for success for many years to come. Clarke Caywood, Books, Business and Finance, Marketing and Sales, The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition Books>Business and Finance>Marketing and Sales, McGraw-Hill Education

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The Handbook of Strategic Public Relations and Integrated Marketing Communications 2/E - gebrauchtes Buch

ISBN: 9780071767460

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The Definitive Guide to PR and Communications--updated with the newest social media and brand-reputation tools and techniques The most authoritative, comprehensive resource of its kind, "The Handbook of Strategic Public Relations and Integrated Marketing Communications," Second Edition, is a gathering of 70 of the brightest, most influential figures in the field. It includes 27 new chapters as well as 44 new authors addressing the major changes in the field since the last edition: the use of social media in business, demanding and growing stakeholder relationships and a new era of openness and transparency to protect reputations and brands and to prevent crises. Providing best practices for 28 key industries, the handbook is conveniently organized into thematic sections: Introduction to Public Relations and Integrated Communications-- research, history, law and ethics Stakeholder Leadership in Public Relations--crisis management, employees, investors, consumers, press, corporate philanthropy and digital communities Current and Continuing Issues in Public Relations--business sustainability, environmental communications, and reputation and brand management Industries and Organizations: Business-to-Consumer and Business-to-Business--automotive, aviation, insurance, hospitality, healthcare, consulting, financial, food, law and energy Each section highlights specific case studies and examples to illuminate exactly how to plan and execute different methods for optimum results. The book concludes with a section on the future of the industry--developing issues, trends and roles of public relations and integrated communications. Use "The Handbook of Strategic Public Relations and Integrated Marketing Communications" to position your company, your brand and yourself for success for many years to come. Praise for "The Handbook of Strategic Public Relations and Integrated Marketing Communications" "The second edition of the "Handbook of Strategic Public Relations and Integrated Marketing Communications" is very impressive in its coverage of trends, tools, industries, and challenges. Every marketer needs to have a copy." --Philip Kotler, Kellogg School of Management, Northwestern University, author of "Marketing 3.0M" "The massively updated "Handbook of Strategic Public Relations and Integrated Marketing Communications" is the go to source for an overview of the fast changing field of PR and the central role it plays in marketing. An easy to read melange of case studies from a wide variety of industries, commentaries on trends in the field, and insights on the links between theory and practice, it guides the reader through an increasingly complex--and ubiquitous--discipline." --Jerry Swerling, Professor and Director of Public Relations Studies, and Director of Strategic Communication, PR Center, Annenberg School for Communication and Journalism, Univers The Handbook of Strategic Public Relations and Integrated Marketing Communications 2/E Caywood, Clarke, McGraw-Hill

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The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition - Clarke Caywood
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The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition - gebrauchtes Buch

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Praise for The Handbook of Strategic Public Relations and Integrated Marketing Communications "The second edition of the Handbook of Strategic Public Relations and Integrated Marketing Communications is very impressive in its coverage of trends, tools, industries, and challenges. Every marketer needs to have a copy."?Philip Kotler, Kellogg School of Management, Northwestern University, author of Marketing 3.0M "The massively updated Handbook of Strategic Public Relations and Integrated Marketing Communications is the go to source for an overview of the fast changing field of PR and the central role it plays in marketing. An easy to read m?lange of case studies from a wide variety of industries, commentaries on trends in the field, and insights on the links between theory and practice, it guides the reader through an increasingly complex?and ubiquitous?discipline."?Jerry Swerling, Professor and Director of Public Relations Studies, and Director of Strategic Communication, PR Center, Annenberg School for Communication and Journalism, University of Southern California "The Handbook is a fresh look at strategic public relations with great insights from top public relations professionals. Invaluable advice and a must read for all PR practitioners."?Jane Ostrander, Vice President, Global Communications, Tenneco The definitive guide to PR and communications?updated with t business and investing,communications,marketing,marketing and sales,public relations,sales and selling,skills Marketing & Sales, McGraw-Hill Education

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Handbook of Strategic Public Relations and Integrated Marketing Communications - gebunden oder broschiert

2012, ISBN: 9780071767460

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[ED: 2], 2nd Revised edition, Hardcover, Buch, [PU: McGraw-Hill Contemporary]

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The Handbook of Strategic Public Relations and Integrated Marketing Communications 2/E
Autor:

Caywood, Clarke L.

Titel:

The Handbook of Strategic Public Relations and Integrated Marketing Communications 2/E

ISBN-Nummer:

0071767460

Detailangaben zum Buch - The Handbook of Strategic Public Relations and Integrated Marketing Communications 2/E


EAN (ISBN-13): 9780071767460
ISBN (ISBN-10): 0071767460
Gebundene Ausgabe
Taschenbuch
Erscheinungsjahr: 2012
Herausgeber: Mcgraw-Hill Publ.Comp.
904 Seiten
Gewicht: 1,774 kg
Sprache: Englisch

Buch in der Datenbank seit 21.12.2009 00:00:50
Buch zuletzt gefunden am 09.11.2016 08:18:17
ISBN/EAN: 0071767460

ISBN - alternative Schreibweisen:
0-07-176746-0, 978-0-07-176746-0

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