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Unleashing the power of PR : a contrarian's guide to marketing and communication
- Author / Creator
- Available as
- Physical
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- Creator
- Mark Weiner
- Format
- Books
- Language
- English
- Contributors
- Publication
-
- First edition
- San Francisco : Jossey-Bass, [2006]
- ©2006
- Physical Details
-
- xxi, 247 pages : illustrations ; 24 cm
- ISBNs
- 0787982792, 9780787982799
- OCLC
- ocm65301581
- "A joint publication of the Jossey-Bass business & management series and the International Association of Business Communicators"--P. [v].
- Includes index.
- New opportunities for marketing and public relations -- New challenges facing marketing and public relations -- Measuring public relations programming -- Setting meaningful and measurable public relations objectives -- Using research to shape public relations strategy and tactics -- Evaluating public relations programs for continual improvement -- Real business results : proving, and improving, PR ROI -- From concept to reality -- Appendixes. 1. Delahaye executive audit ; 2. Delahaye media demographic audit ; 3. Delahaye journalist audit