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Home > Business and Economics Books > Business and Management > Sales and marketing > Public relations > The Marketer's Guide to Public Relations: How Today's Top Companies are Using the New PR to Gain a Competitive Edge
The Marketer's Guide to Public Relations: How Today's Top Companies are Using the New PR to Gain a Competitive Edge

The Marketer's Guide to Public Relations: How Today's Top Companies are Using the New PR to Gain a Competitive Edge


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About the Book

This guide covers the "new PR", which plays a critical marketing role in many of today's most innovative and successful companies. It explores the latest techniques in profit-building public relations, from sports and events sponsorship and cause-related marketing to movie and media exposures, together with a host of methods for launching new products. The book shows why public relations have become a vital part of the marketing mix, and explains how to set up a marketing PR plan, develop focused themes and integrate PR into the overall marketing strategy. Case studies are included, featuring American companies such as Disney, Ford, IBM, Sony, Coca-Cola, Procter & Gamble, McDonalds and Mattel.

Table of Contents:
UNDERSTANDING MARKETING PUBLIC RELATIONS; The MPR Explosion; Marketplace Forces Driving MPR in the 1990's; Marketing and Public Relations: The New Partnership; How MPR Adds Value: Push, Pull, Pass; Circumstances for Success: The Harris Grid; The MPR Plan; MPR Tactics from A to Z. Using MPR to Reinforce Advertising and Promotion; USING MARKETING PUBLIC RELATIONS; Winning Consumer Trust; Introducing New Products; New News About Old Products; Celebrating Special Occasions; Defending Products at Risk; Special-Events Marketing; The Sports Marketing Boom; MPR, the Arts, and Entertainment; MPR Public Service Programs; Cause-Related Marketing; Spokesperson MPR; Target Marketing Public Relations; The Future of Marketing Public Relations; References; Bibliography; Index.


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Product Details
  • ISBN-13: 9780471618850
  • Publisher: John Wiley and Sons Ltd
  • Publisher Imprint: John Wiley & Sons Inc
  • Height: 58 mm
  • Returnable: N
  • Weight: 595 gr
  • ISBN-10: 0471618853
  • Publisher Date: 07 Feb 1991
  • Binding: Hardback
  • Language: English
  • Sub Title: How Today's Top Companies are Using the New PR to Gain a Competitive Edge
  • Width: 36 mm


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The Marketer's Guide to Public Relations: How Today's Top Companies are Using the New PR to Gain a Competitive Edge
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The Marketer's Guide to Public Relations: How Today's Top Companies are Using the New PR to Gain a Competitive Edge
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