Unleashing the Power of PR: A Contrarian's Guide to Marketing and Communication

Mark Weiner

Anno: 2006
Rilegatura: Hardback
Pagine: 272 p.
Testo in English
Dimensioni: 235 x 152 mm
Peso: 466 gr.
  • EAN: 9780787982799
pagabile con 18App pagabile con Carta del Docente

Articolo acquistabile con 18App e Carta del Docente

€ 19,37

€ 22,79

Risparmi € 3,42 (15%)

Venduto e spedito da IBS

19 punti Premium

Disponibile in 4/5 settimane

Quantità:
Descrizione

Using dozens of case studies from well-known companies such as General Electric, FedEx, Procter & Gamble, Merck, Boeing, and Intel, Delahaye president and public relations scientist Mark Weiner offers a research-based model for creating and implementing public relations programs that will generate desired results and improve an organization s ROI. Written as a highly accessible hands-on guide, Unleashing the Power of PR explains how to use market research methods to plan and evaluate public relations programs scientifically. The author explores the benefit of learning to speak to senior executives in a way that will improve communications and ultimately help strengthen PR performance and results. In addition, the book debunks common myths such as PR is impossible to measure! that undercut the effectiveness of PR and obscure its real value.