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ISBN-13 9780136083399ISBN-10 0136083390
ISBN-10 0136082998ISBN-13 9780136082996
Author(s): Gaetan T. Giannini
Publisher: Prentice Hall
Copyright year: © 2010 Pages: 336

For undergraduate public relations, new media, and marketing courses. The first text to teach public relations through the lens of marketing. Marketing Public Relations breaks from the norm by presenting public relations using a marketing, rather than a communications studies or journalism, approach. This text recognizes the similarities between PR, word-of-mouth, and social networking media and creates a framework for constructing marketing strategies that incorporate these highly credible and cost-effective tools. Students will first learn the theory and then how to apply it, in order to “do Marketing Public Relations” in the real world.