Public Relations in the Marketing Mix (Paperback)
  • Public Relations in the Marketing Mix (Paperback)
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Public Relations in the Marketing Mix (Paperback)

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£10.99
Paperback 190 Pages / Published: 16/05/1987
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Now ...an authoritative guide to using public relations as a marketing tool. PR is a powerful marketing tool. If used strategically: it helps induce the world to beat a path to a company or dealer's doorstep; and it extends the reach of advertising. "Public Relations in the Marketing Mix" focuses on developing marketing strategies from the PR point-of-view, using PR as a finely-tuned communication vehicle that adds to the marketing mix. Author Jordan Goldman presents practical information on: the problems of selecting PR; vehicles determining what kinds of PR a company needs; dealing with problem situations; and writing a PR plan and presenting it to management. Creditability, low cost, extended reach in the same markets and exposure in additional markets are some of the reasons for using PR to get the message across ...and Goldman treats these functions at length.About the author: Jordan Goldman, marketing communications director of Greenstone, Rabasca & Roberts, Melvile, N.Y., previously owned his own public relations business, Lucerna Associates, and was senior public relations officer for Anaconda (a Fortune 500 company). Prior to that, he headed the PR operations of several advertising agencies. 'Goldman's lively style maintains reader interest and provides some interesting insights into the use of marketing-oriented public relations ...("Public Relations in the Marketing Mix") should prove both interesting and useful to marketers who are using public relations as an integral part of the marketing mix' - "Journal of Advertising".

Publisher: NTC Publishing Group,U.S.
ISBN: 9780844230849
Number of pages: 190
Weight: 320 g
Dimensions: 233 x 157 x 18 mm
Edition: New edition

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