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The Handbook of Strategic Public Relations and Integrated Communications

Author : Clarke Caywood

Publisher : McGraw Hill Professional

Page : 612 pages

File Size : 24,6 MB

Release : 1997-05

Category : Business & Economics

ISBN : 9780786311316

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Book Description

As the media grows more ruthless, the role of public relations has become increasingly complex and critical. Savvy businesspeople know that how a company conveys and maintains its image has never been more important­­or more challenging. The Handbook of Strategic Public Relations & Integrated Communications is the definitive guide for communications professionals. Featuring the expertise of the world's foremost public relations and marketing authorities, it is the first book of its kind to combine the art and science of marketing, public relations and communications in one single resource. An indispensable reference guide to the best practices in every industry, this handbook features more than 40 information-packed chapters authored by the best minds in the business and covers cutting-edge tips, topics and techniques such as: Crisis management Marketing public relations Client-agency relationships Environmental public relations High-tech PR And more!



The IMC Handbook

Author : J. Stephen Kelly

Publisher : Racom Books

Page : 0 pages

File Size : 13,26 MB

Release : 2015

Category : Advertising

ISBN : 9781933199061

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Book Description

A collection of essay and cases on customer-centered marketing by educators and practitioners in the field. "As long as there have been buyers, makers and sellers, there have been marketing challenges and opportunities. Historically ... the seller had immediate and personal contact with the buyer in the market [or] the bazaar ... While the system was personal, it wasn't very efficient ... As the marketplace evolved, it became more complex, [and] the makers and sellers invented what we now call "marketing" to solve the lack of maker/buyer closeness. In its simplest form, marketing is ... a number of activities makers/sellers use in an attempt to close the gap between themselves and the buyer. For example, the maker/seller now uses tools such as customer research, logistics, and distribution, marketing communication, and the like." From Part I, Reading 1



The Integrated Marketing Handbook

Author : Raghavendra Hunasgi, Priyanka AB Brahmbhatt

Publisher : Notion Press

Page : 126 pages

File Size : 13,47 MB

Release : 2023-08-31

Category : Business & Economics

ISBN :

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Book Description

Are you tired of using only one marketing strategy for your business? Do you want to create a more effective and comprehensive approach to reach your target audience? The Integrated Marketing Handbook is just what you need. Inbound, Outbound, and Account-Based Marketing Techniques by Raghavendra and Priyanka is a comprehensive guide for marketers and entrepreneurs who are seeking to maximize their reach and effectiveness by integrating various marketing strategies. The book provides an overview of the three main marketing approaches: inbound, outbound, and account-based marketing (ABM). Inbound marketing focuses on attracting customers through content creation, while outbound marketing involves reaching out to customers through advertising and other forms of outreach. ABM is a highly-targeted approach, focusing on building relationships with key accounts. The authors provide practical advice on integrating these strategies effectively, including on how to align messaging, target the right audience, and measure success to maximize results in today’s competitive environment. Grab your copy today!



Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations

Author : Dos Santos, Manuel Alonso

Publisher : IGI Global

Page : 345 pages

File Size : 17,30 MB

Release : 2019-01-25

Category : Business & Economics

ISBN : 1522576185

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Book Description

As with any business, economic, financial, and marketing management for sports organizations is critical for attracting, retaining, and engaging fans. Unlike typical businesses, the sports industry is inconsistent, highly emotional with a strong personal nature, and operates in various markets where organizations compete and cooperate at the same time. Thus, traditional management techniques are not always appropriate for these organizations. Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations provides expert insight into the latest trends, strategies, and tactics that can be used in the sports industry to build foundations for successful commercialization. The content within this publication covers city marketing, social media interactions, and atmospheric influence and is designed for managers, marketers, business and industry professionals, stakeholders, academicians, researchers, and students.



Handbook of the Economics of Marketing

Author :

Publisher : Elsevier

Page : 634 pages

File Size : 30,1 MB

Release : 2019-09-19

Category : Business & Economics

ISBN : 0444637656

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Book Description

Handbook of the Economics of Marketing, Volume One: Marketing and Economics mixes empirical work in industrial organization with quantitative marketing tools, presenting tactics that help researchers tackle problems with a balance of intuition and skepticism. It offers critical perspectives on theoretical work within economics, delivering a comprehensive, critical, up-to-date, and accessible review of the field that has always been missing. This literature summary of research at the intersection of economics and marketing is written by, and for, economists, and the book's authors share a belief in analytical and integrated approaches to marketing, emphasizing data-driven, result-oriented, pragmatic strategies. - Helps academic and non-academic economists understand recent, rapid changes in the economics of marketing - Designed for economists already convinced of the benefits of applying economics tools to marketing - Written for those who wish to become quickly acquainted with the integration of marketing and economics



Integrated Marketing Communications in Risk and Crisis Contexts

Author : Robert S. Littlefield

Publisher : Rowman & Littlefield

Page : 211 pages

File Size : 50,39 MB

Release : 2021-03-09

Category : Language Arts & Disciplines

ISBN : 179361878X

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Book Description

Integrated Marketing Communications in Risk and Crisis Contexts is part of the Lexington Books Integrated Marketing Communication (IMC) series. The authors present a culture centered model for examining risk and crisis communication within the context of IMC to provide a more robust understanding of myriad cultural variables affecting the perception of risk and crisis messages and the means by which these messages are processed by different publics, particularly multicultural and international groups. While the conceptualization of what constitutes IMC has been broad, from the perspective of risk and crisis communication, the focus is quite specific: All communication and messages created and disseminated in a risk or crisis situation must be carefully created and strategically presented if the intended outcomes associated with the publics' responses are to be realized by the sender of the messages.



Value-added Public Relations

Author : Thomas L. Harris

Publisher : McGraw Hill Professional

Page : 340 pages

File Size : 10,62 MB

Release : 1998

Category : Brand marketing

ISBN : 9780844234120

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Book Description

NTC Business Books offer cutting-edge insights and time-tested, proven marketing, advertising, and sales promotion strategies from the leading practitioners in the industry. There's expert advice in every NTC Business Book. Copyright © Libri GmbH. All rights reserved.



The Content Marketing Handbook

Author : Robert W. Bly

Publisher : Entrepreneur Press

Page : 218 pages

File Size : 17,65 MB

Release : 2020-02-18

Category : Business & Economics

ISBN : 161308417X

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Book Description

The Content Marketing Handbook helps entrepreneurs, marketers, and small business owners understand the true role of content within integrated multichannel marketing campaigns, avoid wasting time and money by giving away content with no ROI, and instead skillfully create content that builds trust, stimulate interest, and ultimately get more orders for what they are selling. Readers will learn how to: Create A-level content that gets noticed, gets read, and eliminates “content pollution” Overcome the biggest weakness of content marketing Double marketing response rates by adding lead magnets, bonus reports, and other free content offers Use content to build brands, enhance reputations, and stand out from the competition Plan, execute and measure content marketing in a multichannel environment Know when to stop giving away content and start asking for the orders



Handbook of Services Marketing and Management

Author : Teresa Swartz

Publisher : SAGE

Page : 538 pages

File Size : 38,15 MB

Release : 2000

Category : Business & Economics

ISBN : 9780761916123

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Book Description

This is a comprehensive, practical and theoretical guide to the latest thinking in the foundations of services. The authors present contributions from the world''s leading experts on services marketing and management.'



Marketing Communications

Author : Lynne Eagle

Publisher : Routledge

Page : 445 pages

File Size : 19,40 MB

Release : 2014-08-27

Category : Business & Economics

ISBN : 1317697758

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Book Description

With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won’t sell without the right reach to your potential customers and the right message to engage them. This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment. Aided by a veritable wealth of pedagogical features, Marketing Communications will be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes a comprehensive instructor’s guide with PowerPoint slides, testbank questions and answer checklists.