| 000 | 00926camuu2200265 a 4500 | |
| 001 | 000045666194 | |
| 005 | 20110920160933 | |
| 008 | 110916s1998 ilua b 001 0 eng d | |
| 010 | ▼a 97037323 | |
| 020 | ▼a 0844234117 | |
| 020 | ▼a 0844234125 (pbk.) | |
| 035 | ▼a (KERIS)REF000000026809 | |
| 040 | ▼a DLC ▼c DLC ▼d DLC ▼d 211009 | |
| 050 | 0 0 | ▼a HF5415.123 ▼b .H37 1998 |
| 082 | 0 4 | ▼a 659.2 ▼2 22 |
| 084 | ▼a 659.2 ▼2 DDCK | |
| 090 | ▼a 659.2 ▼b H316v | |
| 100 | 1 | ▼a Harris, Thomas L., ▼d 1931-. |
| 245 | 1 0 | ▼a Value-added public relations : ▼b the secret weapon of integrated marketing / ▼c Thomas L. Harris ; foreword by Philip Hotler. |
| 260 | ▼a Lincolnwood (Chicago) Ill., U.S.A. : ▼b NTC Business Books, ▼c c1998. | |
| 300 | ▼a xiii, 314 p. : ▼b ill. ; ▼c 24 cm. | |
| 504 | ▼a Includes bibliographical references (p. 295-296) and index. | |
| 650 | 0 | ▼a Communication in marketing. |
| 945 | ▼a KLPA |
Holdings Information
| No. | Location | Call Number | Accession No. | Availability | Due Date | Make a Reservation | Service |
|---|---|---|---|---|---|---|---|
| No. 1 | Location Main Library/Western Books/ | Call Number 659.2 H316v | Accession No. 111641249 | Availability Available | Due Date | Make a Reservation | Service |
Contents information
Table of Contents
CONTENTS Foreword = ⅸ Preface = xi Part Ⅰ How Public Relations Adds Value to Integrated Marketing 1 The Secret Weapon of Integrated Marketing = 3 2 Public Relations : The Credibility Quotient = 11 3 Marketing and Corporate Brand Building = 19 4 Positioning Your Brand = 27 5 Creating Marketplace Excitement = 33 6 Introducing New Products Before the Advertising Breaks = 41 7 Introducing High-Tech and Health-Care Products = 53 8 Introducing New Products When There Is No Advertising = 67 9 Revitalizing Old Products = 77 10 Maintaining Market Leadership = 85 11 Making Advertising News When There Is No Product News = 95 12 Making Promotion News When There is No Product News = 105 13 Making Packaging News When There Is No Product News = 111 14 Using Databases to Communicate with Target Customers = 117 15 Building Person-to-Person Relationships with Customers = 123 16 Involving People with Products = 129 17 Cultivating a Core Consumer Base = 139 18 Providing a Value-Added Customer Service = 145 19 Bringing a Brand to Life = 151 20 Leveraging Event Sponsorships = 159 21 Target Marketing Public Relations = 167 22 Targeting Secondary Markets = 187 23 Influencing the Influentials = 191 24 Identifying Brands with Causes That People Care About = 199 25 Allaying Consumer Fears to Gain Market Acceptance = 211 26 Defending Products at Risk and Giving People Permission to Buy = 219 Part Ⅱ How to Write an Integrated Marketing Public Relations Plan 27 Step One : Reviewing the Situation = 229 28 Step Two : Setting MPR Objectives = 237 29 Step Three : Developing MPR Strategy = 241 30 Step Four : Marketing Public Relations Tactics = 247 31 Step Five : Measuring and Evaluating MPR Programs = 267 Appendix Ⅰ MPR Planning Checklist = 281 Appendix Ⅱ MPR Plan for the Introduction of Crest Gum Care = 285 Appendix Ⅲ MPR Works! = 289 Appendix Ⅳ MPR Tactical Alphabet = 293 Bibliography = 295 Endnotes = 297 Index = 305
