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Evaluating press coverage: A practical guide to measurement and cost effectiveness - Softcover

Phillips, David

 
9780749414955: Evaluating press coverage: A practical guide to measurement and cost effectiveness

Synopsis

Exploring the potential of public relations as a dynamic factor in a company's marketing practices, this volume describes the range of PR systems now in use, the impact ratios of different types of press coverage, back-up and resource services, and the evaluation of PR.

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