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

Released on by Thomas L. Harris
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  • The Marketer's Guide to Public Relations in the 21st Century Book Detail

  • Author : Thomas L. Harris
  • Release Date : 2006
  • Publisher : Thomson South-Western
  • Genre : Corporations
  • Pages : 0
  • ISBN 13 : 9780324312102
  • File Size : 5,5 MB
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The Marketer's Guide to Public Relations in the 21st Century by Thomas L. Harris PDF Summary

Book Description: 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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