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

by Thomas L. Harris, Patricia T. Whalen

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 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.

304 pages, Hardcover

First published November 28, 2000

Reviews

[IPANNN]

wow

[Anne]

a lovely book!

[Ceren Ataş]

Türkçe çevirisi pek iyi değil.

[Gilang Pambudi]

very good