Marketer's Guide to Public Relations

Design successful marketing campaigns with THE MARKETER'S GUIDE TO PUBLIC RELATIONS IN THE 21ST CENTURY! This marketing text delivers the tools needed to help you design successful strategies and tactics that maximize awareness, communicate product benefits dramatically, and motivate consumers and business to business customers to act. You will learn find where your customers are, place marketing messages "next to them," and improve response to customer needs in the way consumers want. This text delivers the tools for success! 

Foreword by Philip Kotler. Preface by Thomas L. Harris. Part I: UNDERSTANDING MARKETING PUBLIC RELATIONS. 1 The MPR Explosion/Marketplace Factors Driving MPR (TH). 2. The Trust Factor (PW). 3. MPR in Integrated Marketing (PW). 4. How MPR Adds Value: Push, Pull, Pass (TH). 5. Circumstances for Success: The Harris Grid (TH). 6. MPR Opportunities in Traditional Media (PW). 7. MPR On-line Opportunities (PW). 8. Experiential Marketing, Building Buzz, Placing Products (PW). Part II: USING MARKETING PUBLIC RELATIONS. 9. MPR Classics (Ivory Soap, Mustang, Cabbage Patch Kids, Walkman, Prozac) (TH). 10. Target Marketing: From Demographics to Lifestyle (PW). 11. Multi Cultural Marketing (PW). 12. Global Marketing Public Relations (TH). 13. Internal Marketing: Reaching a Critical Audience (PW). 14. Introducing New Products (VW, Viagra, Botox, Segway, McDonald's Salads, Harry Potter, Two Buck Chuck, Playstation 2, Star Wars. (TH). 15. Place Marketing (Starbucks, Krispy Kreme, Legoland, American Girl) (TH). 16. Maintaining Brands - Events, Sponsorships and Making Advertising News (TH). 17. Societal Marketing Public Relations (PW). 18. Spokespersons - Celebrities and CEOs as Salesman (TH). 19. Whalen 7-Step Strategic Plan (PW). 20. MPR Tactics from A to Z (TH). 21. The Bottom Line: Measurement and Evaluation (PW). 22. Putting It All Together: MPR in the Integrated Mix (PW). 23. The Future of Marketing Public Relations (TH): MPR vs. CPR. Centralized vs. Decentralized. Internal vs. External. Local vs. Global. Integration vs. Cross Selling. Accountability vs. Blind Faith.