Value-added public relations : the secret weapon of integrated marketing
著者
書誌事項
Value-added public relations : the secret weapon of integrated marketing
NTC Business Books, c1998
- : hbk
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注記
Bibliography: p. 295-296
Includes index
内容説明・目次
内容説明
Marketers who inform their customers gain credibility for all of their communications messages. That's why public relations is the secret weapon of integrated marketing communications. Today's sophisticated and skeptical consumers know when they are being informed and when they are being "sold to." PR closes the marketing credibility gap because it is the one marketing communications tool devoted to providing information, not salesmanship. It makes every other marketing effort more effective.
Value-Added Public Relations is a groundbreaking book because it examines the many ways that public relations adds value to integrated marketing. In two sections Thomas L. Harris, a leader in marketing public relations, analyzes the relationship between product brand building and corporate brand building. Using dozens of case histories, Harris shows how some of the nation's most successful marketers have used public relations techniques to give added power and persuasion to all of their messages.
Part I includes twenty chapters devoted to the ways in which public relations adds value to IMC programs, followed by a list of "Lessons Learned." Part II provides a comprehensive guide to writing an integrated marketing communications plan. Chapters detail a five-step plan for writing a situation analysis, setting objectives, developing a strategy, devising tactics, and measuring results. Detailed descriptions of more than fifty tactics involving all media--from mass media to newer technologies that enable marketers to communicate directly with consumers--are featured. Most important, the book shows that the results and value of marketing public relations are measurable and critical to the success of integrated marketing programs.
目次
Part I: How Public Relations Adds Value to Integrated Marketing Chapter 1. The Secret Weapon of Integrated Marketing Chapter 2. Public Relations: The Credibility Quotient Chapter 3. Marketing and Corporate Brand Building Chapter 4. Positioning Your Brand Chapter 5. Creating Marketplace Excitement Chapter 6. Introducing New Products Before the Advertising Breaks Chapter 7. Introducing High-Tech and Health-Care Products Chapter 8. Introducing New Products When There Is No Advertising Chapter 9. Revitalizing Old Products Chapter 10. Maintaining Market Leadership Chapter 11. Making Advertising News When There is No Product News Chapter 12. Making Promotion News When There Is No Product News Chapter 13. Making Packaging News When There Is No Product News Chapter 14. Using Databases to Communicate with Target Customers Chapter 15. Building Person-to-Person Relationships with Customers Chapter 16. Involving People with Products Chapter 17. Cultivating a Core Consumer Base Chapter 18. Providing a Value-Added Customer Service Chapter 19. Bringing a Brand to Life Chapter 20. Leveraging Event Sponsorships Chapter 21. Target Marketing Public Relations Chapter 22. Targeting Secondary Markets Chapter 23. Influencing the Influentials Chapter 24. Identifying Brands with Causes That People Care About Chapter 25. Allaying Consumer Fears to Gain Market Acceptance Chapter 26. Defending Products at Risk and Giving People Permission to Buy Part II: How to Write an Integrated Marketing Public Relations PlanChapter 27. Step One: Reviewing the Situation Chapter 28. Step Two: Setting MPR Objectives Chapter 29. Step Three: Developing MPR Strategy Chapter 30. Step Four: Marketing Public Relations Tactics Chapter 31. Step Five: Measuring and Evaluating MPR Programs
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