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" Unleashing the power of PR : "
Mark Weiner.
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BL
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| Record Number
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977543
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| Doc. No
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b731913
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| Main Entry
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Weiner, Mark,1946-
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| Title & Author
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Unleashing the power of PR : : a contrarian's guide to marketing and communication /\ Mark Weiner.
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| Edition Statement
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1st ed.
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| Publication Statement
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San Francisco :: Jossey-Bass,, ©2006.
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| Page. NO
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xxi, 247 pages :: illustrations ;; 24 cm
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| ISBN
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0787982792
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: 9780787982799
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| Notes
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"A joint publication of the Jossey-Bass business & management series and the International Association of Business Communicators"--Page [v].
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Includes index.
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| Contents
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New opportunities for marketing and public relations -- New challenges facing marketing and public relations -- Measuring public relations programming -- Setting meaningful and measurable public relations objectives -- Using research to shape public relations strategy and tactics -- Evaluating public relations programs for continual improvement -- Real business results : proving, and improving, PR ROI -- From concept to reality -- Appendixes. 1. Delahaye executive audit ; 2. Delahaye media demographic audit ; 3. Delahaye journalist audit.
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| Abstract
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Publisher's description: Using dozens of case studies from companies such as General Electric, FedEx, Procter & Gamble, Merck, Boeing, and Intel, among others, CEO and PR scientist Mark Weiner provides a research-based view on how to use public relations to reach meaningful business outcomes. Loaded with information that even the most experienced professional communicators don't know, Unleashing the Power of PR will help organizations improve their business performance by identifying and documenting common PR myths and demonstrating how public relations can be used as a low-cost, high-value alternative for achieving meaningful business outcomes.
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| Subject
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Business communication.
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Communication in marketing.
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Public relations.
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Business communication.
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Communication in marketing.
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Kommunikation
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Marketing
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Öffentlichkeitsarbeit
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Public relations.
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Interne communicatie.
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Marketing.
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Public relations.
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| Dewey Classification
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659.2
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| LC Classification
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HD59.W37 2006
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| NLM classification
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85.08bcl
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QP 637rvk
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| Added Entry
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International Association of Business Communicators.
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