The marketer's guide to public relations : how today's companies are using the new PR to gain a competitive edge

著者

書誌事項

The marketer's guide to public relations : how today's companies are using the new PR to gain a competitive edge

Thomas L. Harris ; foreword by Philip Kotler

（Wiley series on business strategy）

John Wiley & Sons, 1993

  • : pbk

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注記

Includes bibliographical references and index

内容説明・目次

巻冊次

: pbk ISBN 9780471579625

内容説明

The Marketer's Guide to Public Relations How Today's Top Companies Are Using the New PR to Gain a Competitive Edge "Tom Harris has done more than anyone else to explain how public relations should be an important element in the marketing process. Every marketer should read this book." - Joe Cappo, Vice President/Publisher Advertising Age "Tom Harris might well be consumer marketing management's next folk hero. His book provides a wealth of information that will be useful to consumer marketing executives and public relations professionals alike." - Harold Burson, Chairman Burson Marsteller "Tom Harris illustrates how companies can gain competitive advantages in the vicious marketing climate of the 1990s while reducing costs. This book will be must reading at business schools like Chicago, Stanford, and Harvard." - Robert L. Dilenschneider, President The Dilenschneider Group "It's all here: what to do and what not to do, checklists and case histories, even crisis management and minority marketing. Best of all, it's projected through the experience of a true professional in marketing PR. All you need is this book and a client." - John O'Toole, President American Association of Advertising Agencies "I just could't stop reading Tom's book. It's right on the money and demonstrates clearly, comprehensively, and scientifically the critical role that public relations plays in marketing consumer products - and shows why it's going to be increasingly important in the future." - Daniel J. Edelman, Chairman and CEO Daniel J. Edelman, Inc.

目次

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.
巻冊次

ISBN 9780471618850

内容説明

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.

目次

  • 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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