The Marketer's Guide to Public Relations: How Today's Top Companies are Using the New PR to Gain a Competitive Edge (Wiley Series on Business Strategy)

Harris, Thomas L.

ISBN 10: 0471618853 / ISBN 13: 9780471618850

Published by Wiley, 1991

About this Item

Signed/Inscribed by Author. Very good first edition in very good price unclipped dust jacket ($18.95). Binding is solid. Jacket has some shelfwear. Will ship (and look great) in an archival quality clear Brodart cover. We use quality packaging materials. Great gift!

Seller Inventory # M5TMGTPR

Bibliographic Details

• Title: The Marketer's Guide to Public Relations: How Today's Top Companies are Using the New PR to Gain a Competitive Edge (Wiley Series on Business Strategy)
• Publisher: Wiley
• Publication Date: 1991
• Language: English
• ISBN 10: 0471618853
• ISBN 13: 9780471618850
• Binding: Hardcover
• Condition: Very Good
• Dust Jacket Condition: Very Good
• Weight: 34 ounces
• Signed: Signed/Inscribed by Author.

About this title

Synopsis

The 1990s will mark an era of intense competition, both domestically and globally; businesses must win a share of the consumer's mind and heart and build strong consumer awareness and preference. However, in today's ``overcommunicated'' society, mass and even target advertising lose some of their cost-effectiveness. That's where ``marketing public relations'' (MPR) comes in, making the most of the strength of news, events, community programs, and other powerful communication modalities. Covers this emerging trend in public relations, showing not only why MPR helped companies gain a competitive edge, but also how it is used by its most sophisticated practitioners to get maximum mileage from product introductions, special events marketing, brand name associations and company reputation, how to extend a product's life cycle, defend products at risk, and more. Features examples and actual cases illustrating the success of MPR.