000			02218nam a2200409 a 4500
001			ASIN0324203047
003			Ost
005			20100713090423.0
008			100713s2004 xxu eng d
020			_a0324203047 _c$62.95
020			_a9780324203042
040			_cKIM
082	0	4	_a659.2
090			_c2097 _d1822
100	1		_aMarconi, Joe.
245	1	0	_aPublic relations : _bthe complete guide / _cJoe Marconi.
250			_a1st ed.
260			_aAustralia : _bSouth-Western Educational Pub, _c2004.
300			_a386 p. ; _c23 cm.
500			_aHardcover.
520			_aWith the rise of integrated marketing communications (IMC) and the decline of paid media, the importance of public relations is on the upswing. Companies are realizing the benefit of speaking with "one voice" in both paid media and nonpaid efforts. And as media rates continue to rise though response rates fall – and potential buyers are less moved by what they view as "sales messages" — effective PR will only grow more vital. An excellent resource for professionals in every field, Public Relations: The Complete Guide provides a valuable hands-on reference for professionals ranging from midlevel marketing and sales managers to senior-level executives.
650		4	_aBusiness/Economics.
650		4	_aSales & Marketing.
650		4	_aAdvertising.
650		4	_aTextbooks.
650		4	_aBusiness & Economics.
650		4	_aCorporations.
650		4	_aBUSINESS & ECONOMICS / Public Relations.
650		4	_aBusiness & Economics / Marketing / General.
650		4	_aMarketing - General.
650		4	_aPublic Relations.
856	4	0	_3Amazon.com _uhttp://www.amazon.com/exec/obidos/ASIN/0324203047/chopaconline-20
856	4	0	_3Amazon customer reviews _uhttp://www.chopac.org/cgi-bin/tools/azrev.pl?q=0324203047
942			_cBOOK _jHD 59 .M36 2004
999			_c2210 _d2210