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O książce

Offering an effective, highly accessible combination of theory and practice, this thoroughly updated and truly comprehensive text covers the full range of public relations writing and media techniques. It clearly explains major theories and concepts as well as provides basic guidelines, checklists, and "how-to" advice. Abundant, up-to-date examples from actual media practice illustrate the content's real-world application.

Spis treści

Foreword
Preface

Pt. 1 The Basics of Public Relations Writing 1

Ch. 1 Preparing for Writing 3
Ch. 2 Legal and Ethical Considerations 32
Ch. 3 Persuasive Writing 58
Ch. 4 Finding and Generating News 81

Pt. 2 Writing for Mass Media 111

Ch. 5 The News Release 113
Ch. 6 The Feature Story 140
Ch. 7 Photos and Graphics 160
Ch. 8 Radio and Television 187
Ch. 9 Pitch Letters, Advisories, News Conferences and Op-Ed 219
Ch. 10 Media Lists, Mailings and the Internet 250
Ch. 11 The Basics of Media Relations

Pt. 3 Writing for Other Media 297

Ch. 12 Newsletters and Magazines 299
Ch. 13 Leaflets and Brochures 320
Ch. 14 Public Relations Advertising 340
Ch. 15 Letters, Direct Mail and Reports 363
Ch. 16 Speakers and Speeches 384
Ch. 17 Audiovisual Aids 405

Pt. 4 Managing Programs and Campaigns 421

Ch. 18 Meetings and Events 423
Ch. 19 Program Planning 445
Ch. 20 Program Evaluation 463

A Glossary for Public Relations Writers 483
Index 487

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O książce

How to create an organizational culture that promotes brand image and builds customer loyalty

Nothing can undermine a brand's reputation or lose a customer faster than a bad customer/brand rep interaction. That's why, as the authors of this groundbreaking book clearly demonstrate, one of the biggest challenges facing top management at brand-reliant companies is to ensure that their whole organization, especially those staff members who interact directly with customers, "live the brand." With the help of case studies chronicling the success (and failure) stories of several international brand giants, the authors develop a comprehensive framework that managers can use to evaluate customer brand expectations and create a branded service culture that meets or exceeds those expectations, every time. Among other things, readers learn proven techniques for enlisting a sales force, call service, shop floor, and even the entire boardroom into doing their parts to promote brand loyalty.

Author Biography: Hamish Pringle (London, UK) is a Principal in Brand Beliefs, Ltd. William Gordon (London, UK) works as Partner in Strategy for Accenture in London.

Spis treści

Dedications.
Quotation.
Acknowledgements.
Publisher's Note.
Preface.
Foreword.
THE BRAND MANNERS BOOK OF LIFE.
'Manners Maketh Man'.

Customers - The Brand Promise and Individual Brand Manners.

Corporations - Happy Surprises.

The Tesco Story.

THE BRAND MANNERS WAY.

The Self-confident Organisation.

Brand Manners Approach.

Brand Manners in Action.

The Orange Story.

THE BRAND MANNERS IMPROVEMENT CYCLE.
Section One: Individual Behaviour.

Conditioning Creates Brands.

How Boundaries Create Self-confidence.

Making the Most of Habits.

Reducing Stress in the Organisation.

Section Two: Encounters.

Being Ready to Defend the Brand.

Minimising Corporate Distance.

Managing the Irrational.

How Trust Fits In.

Section Three: The Brand Promise.

High Tech, High Touch in Branding.

Dealing with the New Consumerism.

How Brand Problems can be Part of the Solution.

Protecting the Brand.

Section Four: 'Happy Surprises'.

How Defining Gestures Build Brands.

Really Listening Adds Real Value.

The Power of Customer Pledges.

Moments of Truth.

Section Five: 'Feeling Good'.

Defining Outstanding Customer Service.

The Importance of Under-promising and Over-delivering.

How Enabled Employees can Deliver for Customers.

Recruiting in Line with the Brand's Values.

THE BRAND MANNERS HOW-TO GUIDES.
The Chief Executive Officer.

The Marketing Director.

TheEmployee.

Management.

Customers.

Conclusion.
Quotation.
Bibliography.
Webography.
Index.

Stan

Minimalne ślady używania na okładce. Bez zaznaczeń.

O książce

Afuah and Tucci's Internet Business Models and Strategies: Text and Cases, 2e draws on research to develop and integrate a framework to help students understand factors that surround a firms performance and the central role that business models play in the face of the Internet. In the first part of the text, Afuah and Tucci explore the concepts on which Internet models rest. The second part offers cases of both Internet firms and Brick and Mortar companies that must formulate and execute successful business models and strategies.

Spis treści

Part I The Internet

Chapter 1. Introduction and Overview
Chapter 2. Overview of Internet Technology and Value Network
Chapter 3. Competitive Landscape-Changing Properties of the Internet

Part II Components, Linkages, Dynamics, and Evaluation of Business Models

Chapter 4. Components of a Business Model
Chapter 5. Dynamics of Business Models (rewritten new chapter)
Chapter 6. Taxonomy of Internet Business Models (new)
Chapter 7. Value Configurations and the Internet
Chapter 8. Valuing and Financing an Internet Start-Up
Chapter 9. Appraisals of Internet Business Models (expanded into new chapter)

Part III The Role of Competitive and Macro Environments

Chapter 10. Competitive and Macro Environments

Part IV Applying the Concepts, Models, and Tools

Chapter 11. The General Manager and the Internet
Chapter 12. Sample Analysis of an Internet Business Model Case

Part V Cases

Case 1. Broadcast.com
Case 2. Webvan: Reinventing the Milkman
Case 3. Reflect.com: Burn the Ship (new)
Case 4. VerticalNet
Case 5. Live READS: Valuing an e-Book Startup (new)
Case 6. Beyond Interactive
Case 7. Hotmail: Free email for sale
Case 8 GMBuyPower
Case 9 iVillage
Case 10 eBay, Inc.
Case 11 Microsoft: X-Box online (new)
Case 12 Sun Microsystems
Case 13 Oscar: The Open Source Car Project (new)
Case 14 E*trade: lust for being different(new)
Case 15 RIM: Blackberry: Wireless e-mail�he killer App? (new)
Case 16 Sprint PCS: Winning the Wireless War? (new)
Case 17 Napster: The Giant Online Pirate Bazaar? (new)

Stan

Minimalne ślady używania na okładce. Zaznaczenia na paru stronach.

Spis treści

Ch. 1 The rise of mBranding 15
Q&A : Don Peppers : 1:1 marketing goes wireless 35

Ch. 2 Reach out & sell someone : the top 10 secrets of successful mobile advertising 41
Q&A : Christopher Locke : "cluetrain manifesto" for the mobile age 69

Ch. 3 Dialing for dollars : m-commerce puts sales in motion 79
Q&A : Gary Hamel : leading the (wireless) revolution 103

Ch. 4 A moving experience : the new world of place-based marketing 109
Q&A : Chet Huber : driving ambition 127

Ch. 5 The wireless point of persuasion : shopping for insights at the store of the future 133
Q&A : Seth Godin : permission marketing and "my own private Idaho" 151

Ch. 6 Service with a stylus : creating the ultimate guest experience 155
Q&A : Tom Peters : the gospel according to St. Peters 169

Ch. 7 No wires, new rules : the wireless world's new social fabric - and what is means to marketers 173
Q&A : Howard Rheingold : the mobile Net's new "mob" mentality 191

Ch. 8 Marketing 2020 : the future according to Spielberg 197

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

Spis treści

1. Alleviating Human Misery: The Role of Economic Reasoning
2. Economic Systems, Resource Allocation, and Social Well-Being: (Tentative)
3. Government Control of Prices in Mixed Systems: What Are the Actual Outcomes
4. Pollution Problems: Must We Foul Our Own Nests?
5. Economics of Crime and Its Prevention: How Much Is Too Much?
6. The Economics of Education: Crisis and Reform
7. Poverty Problems and Discrimination: Why Are So Many Still So Poor?
8. The Economics of Big Business: Who Does What to Whom?
9. The Economics of Professional Sports: What Is the Real Score?
10. Protectionism Versus Free Trade: Can We Restrict Ourselves into Prosperity?
11. Unemployment Issues: Why Do We Waste Our Labor Resources?
12. Inflation: How to Gain and Lose at the Same Time
13. Economic Growth: Are We Living in a "New Economy"?
14. Government Spending, Taxing, and the National Debt: Who Wins and Who Loses?
15. Social Security and Medicare: How Secure Is Our Safety Net for the Elderly?