Overview
- An essential textbook for both marketing professionals and students on business studies and marketing degree courses
One of the only books designed to show marketing professionals how to successfully incorporate public relations into the marketing mix to gain competitive edge
Forword written by Steve Cuthbert, Director General of the Chartered Institute of Marketing
Contains countless business examples and case studies making it an eminently practical read
Provides checklists and detailed guidelines for effectively planning and implementing public relations within the wider marketing strategy
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Table of contents (10 chapters)
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Front Matter
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Back Matter
Keywords
About this book
Public relations can make or break a company. A well-planned campaign can multiply marketing effectiveness, whilst badly managed public relations can destroy products...or even close companies! An experienced professional in the field of business communications, Roger Haywood shows how to improve marketing effectiveness through good public relations. Eminently practical, it provides numerous checklists and countless business examples - a 'must-read' book for any professional or student of marketing or public relations.
About the author
ROGER HAYWOOD is the creator of the concept of issues analysis and the world's leading strategist in this area, having carried out many fundamental issues audits for organisations as diverse as Amnesty International, chemical and pharmaceutical leader Aventis, Compaq Computers, the European Union, Rolls Royce and Sainsbury's. He has recently started a new careers guidance service at www.rogerhaywood.com. Previously he was chief executive of Issues Managers, a leading independent marketing and public relations consultancy and the original UK partner in the world's largest network of independent business communications consultancies, the Worldcom Group - which Haywood helped form and was the first non-American to chair. He is past president of the Chartered Institute of Public Relations and past chairman of the Chartered Institute of Marketing - the only person to have held both industry positions.
Bibliographic Information
Book Title: Public Relations for Marketing Professionals
Authors: Roger Haywood
DOI: https://doi.org/10.1007/978-1-349-14365-8
Publisher: Red Globe Press London
Copyright Information: Macmillan Publishers Limited 1998
Edition Number: 1
Number of Pages: 240
Additional Information: Previously published under the imprint Palgrave