000			02030nam a2200445 i 4500
001			000614520
005			20240105151818.0
008			130312t20062006caua r 001 0 eng d
010			_a2006008660
020			_a0787982792 (cloth)
020			_a9780787982799
035			_a392295
040			_aDLC _bspa _erda _cDLC _dUIASF
050		4	_aHD 59 _bW37.2006
100	1		_aWeiner, Mark, _d1946- _eautor
245	1	0	_aUnleashing the power of PR : _ba contrarian's guide to marketing and communication / _cMark Weiner.
250			_aFirst edition.
264		1	_aSan Francisco : _bJossey-Bass, _c2006,
264		4	_c©2006.
300			_axxi, 247 páginas : _bilustraciones ; _c24 cm.
336			_atexto _btxt _2rdacontent
337			_asin medio _bn _2rdamedia
338			_avolumen _bnc _2rdacarrier
500			_a"A joint publication of the Jossey-Bass business & management series and the International Association of Business Communicators"--P. [v].
500			_aIncluye índice.
505	0		_aNew 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.
650		0	_aPublic relations.
650		4	_aRelaciones públicas
650		0	_aBusiness communication.
650		4	_aEmpresas _xComunicación
650		0	_aComunicación en la mercadotecnia.
650		4	_aComunicación en la administración
710	2		_aInternational Association of Business Communicators
830		0	_aJossey-Bass business & management series.
905			_a01
942			_cNEWBFXC1
999			_c582425 _d582425
980			_851 _gRonald RUIZ