"This book combines "how-to-do-it" with "how-they-did-it" case histories that illustrate how vital public relations has become in marketing the most important brands. The book addresses consumer and business-to-business marketing as well as the emerging area of internal marketing. It also presents the latest methods for measuring MPR effectiveness required by today's marketers. This book will become an essential resource for both small and mid-sized companies and those who market their products globally in the world."--BOOK JACKET
Analysis
Marketing public relations
Notes
Rev. ed. of: The marketer's guide to public relations : how today's top companies are using the new PR to gain a competitive edge. 1991
'RACOM communications' --t.p
Bibliography
Includes bibliographical references (pages 273-277) and index
