The Marketer's Guide to Public Relations in the 21st Century

Beskrivning:

Some 60 million people signed up for the Federal Do-Not-Call registry within the first few months ? almost as many as the just under 70 million reached by telemarketing each year. The message is clear: Consumers are demanding a change from intrusive marketing efforts. This powerful new book delivers the tools to give consumers what they want ? while bolstering sales. Emphasizing that Marketing Public Relations runs counter to traditional "events-driven" public relations, this innovative book challenges readers to use PR as a strategic tool to achieve measurable and actionable marketing objectives. It equips readers with the skills to effectively use MPR to read markets, determine need, and build a marketing program ? both communication and marketing strategy ? from the outside in. It offers insight for determining the way customers want to learn about products and developing a strategy to create awareness, communicate benefits, and instill motivation to buy.