This one-of-a-kind guide to the future of marketing includes a step-by-step action plan for harnessing the power of the Internet, showing business owners how to identify audiences, create compelling messages, and lead those consumers into the buying process.
A completely revised and updated edition of the BusinessWeek bestseller on effective, modern marketing and PR best practices. The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak direc…
The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work. This new second edition…
Presents the author's findings from his interpretation of events and the actions by Johnson & Johnson leading up to and surrounding the September 29, 1982 Tylenol murders in Chicago and surrounding suburbs. "This ... exposé unearths the troubling details of an investigation cor…
Presents the author's findings from his interpretation of events and the actions by Johnson & Johnson leading up to and surrounding the September 29, 1982 Tylenol murders in Chicago and surrounding suburbs.
Presents the author's findings from his interpretation of events and the actions by Johnson & Johnson leading up to and surrounding the September 29, 1982 Tylenol murders in Chicago and surrounding suburbs. "This ... exposé unearths the troubling details of an investigation cor…
In Likeable Social Media, Dave Kerpen reveals the secrets to building a brand's popularity by being authentic, engaging, and transparent on Facebook and other social media sites. He shares the methods he has used to successfully redefine the brands of a number of large companies…
This volume introduces the emerging topic of political public relations. It maps and defines the field, bringing together scholars from various disciplines' political communication, public relations and political science' to explore the area in detail, and suggests a research ag…
As the world faces increasingly disparate challenges, science is being subjected to vehement demands from society calling for transparency, openness and public participation in science policy. This book provides a framework and a vision on how to conceive, discuss and evaluate t…