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The Marketer's Guide to Public Relations in the 21st Century
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.
Value-added Public Relations
NTC Business Books offer cutting-edge insights and time-tested, proven marketing, advertising, and sales promotion strategies from the leading practitioners in the industry. There's expert advice in every NTC Business Book. Copyright © Libri GmbH. All rights reserved.
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The Hannibal Lecter Collection
INCLUDES ALL FOUR HANNIBAL LECTER EBOOKS Red Dragon - The thriller that launched Hannibal Lecter's legacy of evil. The Silence of the Lambs - FBI trainee Clarice Starling has an elusive serial killer to hunt. Only one man can help. Hannibal - It has been seven years since Dr Hannibal Lecter has been on the run. Seven years since his last meeting with Clarice Starling. Seven years to lay plans for the next one. Hannibal Rising - Hannibal Lecter wasn't born a monster. He was made one.
Trusting What You’re Told
If children were little scientists who learn best through firsthand observations and mini-experiments, as conventional wisdom holds, how would a child discover that the earth is round—never mind conceive of heaven as a place someone might go after death? Overturning both cognitive and commonplace theories about how children learn, Trusting What You’re Told begins by reminding us of a basic truth: Most of what we know we learned from others. Children recognize early on that other people are an excellent source of information. And so they ask questions. But youngsters are also remarkably discriminating as they weigh the responses they elicit. And how much they trust what they are told has ...
The Marketer's Guide to Public Relations
The 1990s will mark an era of intense competition, both domestically and globally; businesses must win a share of the consumer's mind and heart and build strong consumer awareness and preference. However, in today's ``overcommunicated'' society, mass and even target advertising lose some of their cost-effectiveness. That's where ``marketing public relations'' (MPR) comes in, making the most of the strength of news, events, community programs, and other powerful communication modalities. Covers this emerging trend in public relations, showing not only why MPR helped companies gain a competitive edge, but also how it is used by its most sophisticated practitioners to get maximum mileage from product introductions, special events marketing, brand name associations and company reputation, how to extend a product's life cycle, defend products at risk, and more. Features examples and actual cases illustrating the success of MPR.
