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Buchrezensionen: Online-Marketing und Online-PR

Thomas L. Harris

Value-added Public Relations.

The Secret Weapon of Integrated Marketing.

Foreword by Philip Kotler. NTC Business Books, 2000. 336 Seiten, Softcover.

Marketing und PR hängen zusammen, sicher - irgendwie. Wie sie sich zielstrebig verknüpfen lassen, um kostengünstig Vorteile zu realisieren, zeigt Thomas L. Harris. Die zahlreichen Beispiele, ausführlich dargestellt und kommentiert, zeigen ein erstaunliches Potential. Die Zeit für die nötige Kreativität zahlt sich aus.

Nicht zuletzt bietet Harris einen umfassende Anleitung zum Schreiben eines Plans für "Integrated Marketing Communications" (IMC). Das "Tactical Alphabet" beschreibt detailliert mehr als 50 effektive Taktiken der PR, auch für das Internet. Eine Rezension von Dr. Andreas Hasenkamp

Foreword
Preface Part I How Public Relations Adds Value to Integrated Marketing
1 The Secret Weapon of Integrated Marketing
2 Public Relations: The Credibility Quotient
3 Marketing and Corporate Brand Building
4 Positioning Your Brand
5 Creating Marketplace Excitement
6 Introducing New Products Before the Advertising Breaks
7 Introducing High-Tech and Health-Care Products
8 Introducing New Products When There Is No Advertising
9 Revitalizing Old Products
10 Maintaining Market Leadership
11 Making Advertising News When There Is No Product News
12 Making Promotion News When There Is No Product News
13 Making Packaging News When There Is No Product News
14 Using Databases to Communicate with Target Customers
15 Building Person-to-Person Relationships with Customers
16 Involving People with Products
17 Cultivating a Core Consumer Base
18 Providing a Value-Added Customer Service
19 Bringing a Brand to Life
20 Leveraging Event Sponsorships
21 Target Marketing Public Relations
22 Targeting Secondary Markets
23 Influencing the Influentials 24 Identifying Brands with Causes That People Care About
25 Allaying Consumer Fears to Gain Market Acceptance
26 Defending Products at Risk and Giving People Permission to Buy

Part II How to Write an Integrated Marketing Public Relations Plan 27 Step One: Reviewing the Situation
28 Step Two: Setting MPR Objectives
29 Step Three: Developing MPR Strategy
30 Step Four: Marketing Public Relations Tactics
31 Step Five: Measuring and Evaluating MPR Programs

Appendix
I: MPR Planning Checklist Appendix
II: MPR Plan for the Introduction of Crest Gum Care Appendix
III: MPR Works!
Appendix IV: MPR Tactical Alphabet Bibliography Endnotes Index

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