TY  - BOOK
AU  - Weiner,Mark
ED  - International Association of Business Communicators
TI  - Unleashing the power of PR: a contrarian's guide to marketing and communication 
SN  - 0787982792 (cloth)
AV  - HD 59 W37.2006
PY  - 2006///,
CY  - San Francisco
PB  - Jossey-Bass
KW  - Public relations
KW  - Relaciones públicas
KW  - Business communication
KW  - Empresas
KW  - Comunicación
KW  - Comunicación en la mercadotecnia
KW  - Comunicación en la administración
N1  - "A joint publication of the Jossey-Bass business & management series and the International Association of Business Communicators"--P. [v]; Incluye índice; New opportunities for marketing and public relations -- New challenges facing marketing and public relations -- Measuring public relations programming -- Setting meaningful and measurable public relations objectives -- Using research to shape public relations strategy and tactics -- Evaluating public relations programs for continual improvement -- Real business results : proving, and improving, PR ROI -- From concept to reality -- Appendixes. 1. Delahaye executive audit ; 2. Delahaye media demographic audit ; 3. Delahaye journalist audit
ER  -