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e-book

The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition (Cód: 3868537)

Caywood, Clarke

McGraw-Hill Education, LLC (Prof C/S) (Livros Digitais)

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The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition

R$176,79

Descrição

The definitive guide to PR and communications-updated with the newest social media and brand-reputation tools and techniques

The most authoritative, comprehensive resource of its kind, The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition, is a gathering of 70 of the brightest, most influential figures in the field. It includes 27 new chapters as well as 44 new authors addressing the major changes in the field since the last edition: the use of social media in business, demanding and growing stakeholder relationships and a new era of openness and transparency to protect reputations and brands and to prevent crises.

Providing best practices for 28 key industries, the handbook is conveniently organized into thematic sections:

Introduction to Public Relations and Integrated Communications- research, history, law and ethics

Stakeholder Leadership in Public Relations-crisis management, employees, investors, consumers, press, corporate philanthropy and digital communities

Current and Continuing Issues in Public Relations-business sustainability, environmental communications, and reputation and brand management

Industries and Organizations: Business-to-Consumer and Business-to-Business-automotive, aviation, insurance, hospitality, healthcare, consulting, financial, food, law and energy



Each section highlights specific case studies and examples to illuminate exactly how to plan and execute different methods for optimum results. The book concludes with a section on the future of the industry-developing issues, trends and roles of public relations and integrated communications.

Use The Handbook of Strategic Public Relations and Integrated Marketing Communications to position your company, your brand and yourself for success for many years to come.

Características

Peso 0.00 Kg
Produto sob encomenda Não
Marca McGraw-Hill Education, LLC (Prof C/S) (Livros Digitais)
Número de Páginas 640 (aproximado)
Idioma 337
Acabamento e-book
Territorialidade Internacional
Formato Livro Digital Epub
Gratuito Não
Proteção Drm Sim
Tamanho do Arquivo 7931
Início da Venda 30/12/2011
Código do Formato Epub
Cód. Barras 9780071770989
Ano da Publicação 2011
AutorCaywood, Clarke