The Handbook of Strategic Public Relations and Integrated Marketing Communications 2 E

The Handbook of Strategic Public Relations and Integrated Marketing Communications 2 E
Author: Clarke Caywood
Publsiher: McGraw Hill Professional
Total Pages: 640
Release: 2011-12-28
ISBN: 0071767460
Category: Business & Economics
Language: EN, FR, DE, ES & NL

The Handbook of Strategic Public Relations and Integrated Marketing Communications 2 E Book Excerpt:

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. Praise for The Handbook of Strategic Public Relations and Integrated Marketing Communications “The second edition of the Handbook of Strategic Public Relations and Integrated Marketing Communications is very impressive in its coverage of trends, tools, industries, and challenges. Every marketer needs to have a copy.” —Philip Kotler, Kellogg School of Management, Northwestern University, author of Marketing 3.0M ”The massively updated Handbook of Strategic Public Relations and Integrated Marketing Communications is the go to source for an overview of the fast changing field of PR and the central role it plays in marketing. An easy to read mélange of case studies from a wide variety of industries, commentaries on trends in the field, and insights on the links between theory and practice, it guides the reader through an increasingly complex—and ubiquitous—discipline.” —Jerry Swerling, Professor and Director of Public Relations Studies, and Director of Strategic Communication, PR Center, Annenberg School for Communication and Journalism, University of Southern California ”The Handbook is a fresh look at strategic public relations with great insights from top public relations professionals. Invaluable advice and a must read for all PR practitioners.” —Jane Ostrander, Vice President, Global Communications, Tenneco ”Few writers, and even fewer thinkers, in the world of public relations have the breadth and depth of experience shown by Clarke Caywood. The Second Edition of his Handbook of Strategic Public Relations demonstrates that range of experience in exquisite detail. Assembled here you’ll find the finest minds and biggest names in the profession. No PR practitioner or student of the art can afford to be without this superb collection.” —James S. O'Rourke, IV, Ph.D., Teaching Professor of Management, Mendoza College of Business, University of Notre Dame “A must-read that gives an ever greater importance to the human person as a stakeholder, and the object for which an organization is driven to do good, as a cornerstone for profitability.” — Jerry G. Kliatchko, Ph.D., Dean, School of Communication, University of Asia and the Pacific (UA&P), Manila, Philippines ”How can companies survive in the era of global competition? This book offers valuable clues from the perspective of managing a successful relationship with its stakeholders.” —Kimihiko Kondo, Dean and Professor of Marketing, Graduate School of Business, Otaru University of Commerce, Otaru, Hokkaido, Japan ”Caywood’s stakeholder approach distinguishes PR from other management fields. His book fully covers the stakeholder challenge across industries.” —Debbie Treise, Ph.D., Professor/Associate Dean Graduate Studies, College of Journalism and Communications, University of Florida "This second edition will certainly provide readers with an advanced understanding of public relations in a rapidly changing IMC environment." —Dean M Krugman, Professor Emeritus, Department of Advertising and Public Relations, University of Georgia "Clarke Caywood's PR Handbook provides invaluable counsel on every major issue facing today's public relations practitioner. Non-PR executives also will gain important communication insights from 70 of the greatest minds in public relations.” —Ron Culp, Public Relations Consultant and Director, MA Program in Public Relations and Advertising, DePaul University ”In this 21st Century age of Integrated Marketing Communications, Dr. Clarke Caywood has compiled the blueprint on how to approach Public Relations in these contemporary times.” —J.P. James, Senior Partner, Engagement Marketing, MEC & Assistant Adjunct Professor, CUNY Hunter College and New York University ”Our function’s number-one objective is develop and successfully execute communications strategies that help our companies and organizations win in the marketplace, and Clarke Caywood’s Handbook of Strategic Public Relations and Integrated Marketing Communications provides students of our profession the best in real-world thinking and successful execution.” —Jim Spangler, Vice President, Chief Communications Officer, Navistar, Inc.

The Handbook of Strategic Public Relations and Integrated Marketing Communications Second Edition 2nd Edition

The Handbook of Strategic Public Relations and Integrated Marketing Communications  Second Edition  2nd Edition
Author: Clarke Caywood
Publsiher: Unknown
Total Pages: 640
Release: 2011
ISBN: 1928374650XXX
Category: Electronic Book
Language: EN, FR, DE, ES & NL

The Handbook of Strategic Public Relations and Integrated Marketing Communications Second Edition 2nd Edition Book Excerpt:

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.

Integrated Marketing Communication

Integrated Marketing Communication
Author: Jerome M. Juska
Publsiher: Routledge
Total Pages: 230
Release: 2017-10-02
ISBN: 1315526794
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Integrated Marketing Communication Book Excerpt:

This book is an up-to-date resource that shows students how to achieve their marketing objectives through a campaign that coordinates marketing, advertising, and promotion. It provides essential information about planning, implementing, and assessing a comprehensive marketing plan to help students appreciate integrated marketing communications as a business strategy. The author describes the processes and considerations needed to appeal to consumers, identifying how geographic segmentation, timing, competitive environments, and cost contribute to planning. He considers the integration of digital technology, such as social media platforms and mobile apps, and how these can be used for advertising, sales promotion, and public relations. The book’s concise, easy to read explanation of marketing components and their interconnected relationships is solidified by a series of visual summaries as well as examples and useful demonstrations. Students are given the opportunity to prepare their own integrated marketing communication plan based on consumer, product, and market research along with original creative materials and media spreadsheets. Students of marketing communication, advertising and promotion, and digital marketing will love this book’s abbreviated, but thorough format. An interactive companion website rounds out a stellar set of features that encourage quick understanding, participation, and utilization of IMC concepts.

Marketing Communications in Emerging Economies Volume I

Marketing Communications in Emerging Economies  Volume I
Author: Thomas Anning-Dorson
Publsiher: Springer Nature
Total Pages: 135
Release: 2022
ISBN: 3030813290
Category: Electronic Book
Language: EN, FR, DE, ES & NL

Marketing Communications in Emerging Economies Volume I Book Excerpt:

The Handbook of Communication and Corporate Reputation

The Handbook of Communication and Corporate Reputation
Author: Craig E. Carroll
Publsiher: John Wiley & Sons
Total Pages: 656
Release: 2015-06-22
ISBN: 1119061237
Category: Business & Economics
Language: EN, FR, DE, ES & NL

The Handbook of Communication and Corporate Reputation Book Excerpt:

With the latest insights from the world of communication studies into the nature of corporate reputation, this new addition to Wiley-Blackwell’s series of handbooks on communication and media reflects the growing visibility of large businesses’ ethical profiles, and tracks the benefits that positive public attitudes can bring. Serves as the definitive research collection for a fast-growing field featuring contributions by key international scholars Brings together state-of-the-art communication studies insights on corporate reputation Identifies and addresses the lacunae in the research literature Applies new theoretical frameworks to corporate reputation

Corporate Communications

Corporate Communications
Author: Joep Cornelissen
Publsiher: SAGE
Total Pages: 206
Release: 2004
ISBN: 9780761944362
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Corporate Communications Book Excerpt:

'Corporate Communications' provides the most up-to-date treatment of the subject, including the criticality of the function, strategies and activities involved, and how it can be organized and managed properly.

The Public Relations Strategic Toolkit

The Public Relations Strategic Toolkit
Author: Alison Theaker,Heather Yaxley
Publsiher: Routledge
Total Pages: 400
Release: 2012-08-21
ISBN: 1136501053
Category: Business & Economics
Language: EN, FR, DE, ES & NL

The Public Relations Strategic Toolkit Book Excerpt:

This introduction to the critical practice of public relations offers clear guidance on successful techniques and practices within a professional context that reflects the reality of contemporary careers in the discipline.

Strategic Planning for Public Relations

Strategic Planning for Public Relations
Author: Ronald D. Smith
Publsiher: Taylor & Francis
Total Pages: 408
Release: 2004-09-15
ISBN: 1135606080
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Strategic Planning for Public Relations Book Excerpt:

First published in 2004. Routledge is an imprint of Taylor & Francis, an informa company.

Corporate Communication

Corporate Communication
Author: Joep Cornelissen
Publsiher: SAGE
Total Pages: 296
Release: 2011-03-17
ISBN: 9781446241899
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Corporate Communication Book Excerpt:

The Third Edition of this market-leading text has been updated and expanded with contemporary case material and more detailed coverage of the main topics and trends in corporate communication. New to the Third Edition: - New chapters on strategic planning and campaign management, research and measurement and CSR and community relations - Greatly expanded coverage of key areas: internal communication, leadership and change Communication, issues management, crisis communication and corporate branding - Other topics to receive new coverage include: public affairs, social media, internal branding and issues of globalization. - New and up-to-date international case studies, including new full-length case studies and vignettes included throughout the chapters. - Further reading and new questions-for-reflection will provide the reader with a means to challenge and further their understanding of each of the topics in the book. - Online teaching material for lecturers and students including: instructors manual, PowerPoint slides and new international case studies of varied length, SAGE Online journal readings, videos, online glossary and web links Praise for the Second Edition: "This is a must-have reference book for Chief Executives, Finance Directors, Corporate Communicators and Non-executive Directors in this "involve me" era of stakeholder engagement and corporate communications. How I wish I had had this book on my desk as a Chief Reputation Officer!" - Mary Jo Jacobi, Former Chief Reputation Officer of HSBC Holdings, Lehman Brothers and Royal Dutch Shell 'This is a comprehensive and scholarly analysis of corporate communications. It will offer students and practitioners alike a considerable aid to study and understanding which will stand the test of time in a fast changing business' - Ian Wright, Corporate Relations Director, Diageo

Nonprofit Marketing

Nonprofit Marketing
Author: Walter Wymer,Patricia Knowles,Roger Gomes
Publsiher: SAGE
Total Pages: 370
Release: 2006-03-06
ISBN: 9781412909235
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Nonprofit Marketing Book Excerpt:

This textbook presents marketing concepts which are then supported with real-world examples. Key features include: treatment of the most important marketing activities, marketing fundamentals, separate chapters on 'social marketing' and cause marketing, and numerous international examples.

A Guide to Strategic Planning for Media Outreach

A Guide to Strategic Planning for Media Outreach
Author: ISAM YAHIA AL-FILALI
Publsiher: Trafford Publishing
Total Pages: 212
Release: 2014-12-17
ISBN: 1490741615
Category: Reference
Language: EN, FR, DE, ES & NL

A Guide to Strategic Planning for Media Outreach Book Excerpt:

It is acknowledged that the introduction of communication technology and computers of all kinds to the Kingdom of Saudi Arabia in recent decades has contributed significantly to bringing about a quantum leap in the employment of information to improve the lives of Saudis and to spur their development and well-being. It has also assisted in the transition of many sectors in the Kingdom from traditional patterns of knowledge to new patterns. The information society is a prerequisite for the establishment of the knowledge society, which we are striving to build in our country. The transition to a knowledge society has many requirements. Most notably, these requirements, with regard to the University, are: An educational system that provides pillars and mechanisms for knowledge and makes full use of them Effective bodies for research and development across all public and private sectors A strategic plan for making a radical change in the structure and regulations of higher education

Media Selling

Media Selling
Author: Charles Warner
Publsiher: John Wiley & Sons
Total Pages: 616
Release: 2011-08-26
ISBN: 1444359274
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Media Selling Book Excerpt:

This newly revised and updated edition of Media Selling addresses the significant changes that have taken place in media industries over the last few years, while continuing as a seminal resource for information on media sales. A classic in this field, this book has long served students and professionals in broadcasting and media industries as an indispensable tool for learning, training, and mastering sales techniques for electronic media Addresses the unprecedented consolidation and sweeping change faced by media industries in recent years, and now features greatly expanded coverage of the Internet, including video streaming and the impact of social network sites Covers a broad span of media industries and issues, including: electronic media, newspapers, magazines, outdoor/billboard promotion, sales ethics, emotional intelligence, and interactive media selling Fully updated to include much greater focus on national and international media sales issues, as well as expanded coverage of network-level selling, product placement, sales promotion use of market data

Social Media and Integrated Marketing Communication

Social Media and Integrated Marketing Communication
Author: Jeanne M. Persuit
Publsiher: Lexington Books
Total Pages: 158
Release: 2013-07-18
ISBN: 0739171143
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Social Media and Integrated Marketing Communication Book Excerpt:

Social Media and Integrated Marketing Communication: A Rhetorical Approach looks at social media in the theory and practice of integrated marketing communication, with a theoretical grounding in rhetoric. Understanding social media as epideictic rhetoric can offer a temperate and informed perspective of the implications of social media in IMC.

The Handbook of Strategic Public Relations and Integrated Communications

The Handbook of Strategic Public Relations and Integrated Communications
Author: Caywood Clarke
Publsiher: McGraw Hill Professional
Total Pages: 574
Release: 1997-05
ISBN: 9780786311316
Category: Business & Economics
Language: EN, FR, DE, ES & NL

The Handbook of Strategic Public Relations and Integrated Communications Book Excerpt:

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 SAGE Encyclopedia of Corporate Reputation

The SAGE Encyclopedia of Corporate Reputation
Author: Craig E. Carroll
Publsiher: SAGE Publications
Total Pages: 1048
Release: 2016-05-31
ISBN: 1483376508
Category: Business & Economics
Language: EN, FR, DE, ES & NL

The SAGE Encyclopedia of Corporate Reputation Book Excerpt:

What creates corporate reputations and how should organizations respond? Corporate reputation is a growing research field in disciplines as diverse as communication, management, marketing, industrial and organizational psychology, and sociology. As a formal area of academic study, it is relatively young with roots in the 1980s and the emergence of specialized reputation rankings for industries, products/services, and performance dimensions and for regions. Such rankings resulted in competition between organizations and the alignment of organizational activities to qualify and improve standings in the rankings. In addition, today’s changing stakeholder expectations, the growth of advocacy, demand for more disclosures and greater transparency, and globalized, mediatized environments create new challenges, pitfalls, and opportunities for organizations. Successfully engaging, dealing with, and working through reputational challenges requires an understanding of options and tools for organizational decision-making and stakeholder engagement. For the first time, the vast and important field of corporate reputation is explored in the format of an encyclopedic reference. The SAGE Encyclopedia of Corporate Reputation comprehensively overviews concepts and techniques for identifying, building, measuring, monitoring, evaluating, maintaining, valuing, living up to and/or changing corporate reputations. Key features include: 300 signed entries are organized in A-to-Z fashion in 2 volumes available in a choice of electronic or print formats Entries conclude with Cross-References and Further Readings to guide students to in-depth resources. Although organized A-to-Z, a thematic “Reader’s Guide” in the front matter groups related entries by broad areas A Chronology provides historical perspective on the development of corporate reputation as a discrete field of study. A Resource Guide in the back matter lists classic books, key journals, associations, websites, and selected degree programs of relevance to corporate reputation. A General Bibliography will be accompanied by visual maps noting the relationships between the various disciplines touching upon corporate reputation studies. The work concludes with a comprehensive Index, which—in the electronic version—combines with the Reader’s Guide and Cross-References to provide thorough search-and-browse capabilities

Advertising in MENA Goes Digital

Advertising in MENA Goes Digital
Author: Ilhem Allagui
Publsiher: Routledge
Total Pages: 226
Release: 2019-04-04
ISBN: 1000006956
Category: Social Science
Language: EN, FR, DE, ES & NL

Advertising in MENA Goes Digital Book Excerpt:

An inside story of local, regional and global advertising in the Middle East. Grounded in empirical research and theories, this book explores the evolution of advertising practices, audiences, digital media and communication technologies in increasingly complex MENA environments. Advertising in MENA Goes Digital draws on empirical research and theories to explore how the adoption of digital technology in the Middle East and North Africa, through information and communication technologies, social media and mobile, have shaped creative advertising solutions. Through key case studies of marketing in the pan-Arab market from regional and global brands as Procter & Gamble, Olay, Vimto, and MTV Arabia, the book sheds light on the intricate relationship between technological and societal development and advertising practice. It examines cultural constituents such as humor, religion and gender, political advertising driven by the new wave of democracy in the region and digital activism, technological and digital transformations and the economic ways advertising support new media start-ups. Supported by examples and campaigns, the book discusses the way global or regional brands standardized or localized their messaging while adopting international techniques but market-oriented solutions. The book will key reading for scholars and students in advertising, marketing, business, journalism, cultural studies and media in addition to Middle East Studies. It is also an essential text for media and marketing communication industry professionals, and will appeal to those interested in the global-local dichotomy and promotional communications.

An Integrated Approach to Communication Theory and Research

An Integrated Approach to Communication Theory and Research
Author: Don W. Stacks,Michael B. Salwen
Publsiher: Routledge
Total Pages: 592
Release: 2014-04-08
ISBN: 1135591660
Category: Language Arts & Disciplines
Language: EN, FR, DE, ES & NL

An Integrated Approach to Communication Theory and Research Book Excerpt:

This volume provides an overview of communication study, offering theoretical coverage of the broad scope of communication study as well as integrating theory with research. To explicate the integration process, the chapter contributors -- experts in their respective areas -- offer samples in the form of hypothetical studies, published studies, or unpublished research, showing how theory and research are integrated in their particular fields. The book will appeal to graduate students and faculty members who want a thorough overview of not only the field, but also sample research stemming from its various component parts.

The Public Relations Handbook

The Public Relations Handbook
Author: Alison Theaker
Publsiher: Routledge
Total Pages: 424
Release: 2020-10-26
ISBN: 100020877X
Category: Business & Economics
Language: EN, FR, DE, ES & NL

The Public Relations Handbook Book Excerpt:

The Public Relations Handbook, 6th edition provides an engaging, in-depth exploration of the dynamic and ever-evolving public relations industry. Split into four parts exploring key conceptual themes in public relations, the book offers an overview of topics including strategic public relations, politics and the media; media relations in the social media age; strategic communication management; public relations engagement in the not-for-profit sector; activism and public relations; and the effects of globalisation and technology on the field. Featuring wide-ranging contributions from key figures in the PR profession, this new edition presents fresh views on corporate social responsibility, public relations and politics, corporate communication, globalisation, not-for-profit, financial and public sector public relations. The book also includes a discussion of key critical themes in public relations research and exploratory case studies of PR strategies in a variety of institutions, including Extinction Rebellion, Queen Margaret University, Mettis Aerospace, and Battersea Cats’ and Dogs’ Home. Containing student-friendly features including clear chapter aims, analytical discussion questions, and key further reading throughout the text, The Public Relations Handbook is an ideal resource for students of public relations, corporate and strategic communications, and media studies.

Arethuse 2 2 2015

Arethuse 2 2 2015
Author: Maria Rosaria Marcone,José Luis Rivero Ceballos
Publsiher: Società Editrice Esculapio
Total Pages: 184
Release: 2015-07-21
ISBN: 8874888686
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Arethuse 2 2 2015 Book Excerpt:

In the second issue of 2015, the Journal of International Studies of the scientific association, Arethuse as is by now a tradition, presents a comparison and discussion of international academic scholars on three scientific areas, Strategic Management, Economics and Statistics, and Public Finance.

Tourism Marketing for Developing Countries

Tourism Marketing for Developing Countries
Author: Eli Avraham,Eran Ketter
Publsiher: Springer
Total Pages: 193
Release: 2016-02-25
ISBN: 1137342153
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Tourism Marketing for Developing Countries Book Excerpt:

Tourism Marketing for Developing Countries examines media strategies used by destinations in Asia, the Middle East and Africa to battle stereotypes, negative images and crises in order to attract tourists .