With the rise of integrated marketing communications (IMC) and the decline of paid media, the importance of public relations is on the upswing. Companies are realizing the benefit of speaking with Â"one voiceÂ" in both paid media and nonpaid efforts. And as media rates continue to rise though response rates fall Â- and potential buyers are less moved by what they view as Â"sales messagesÂ" - effective PR will only grow more vital. An excellent resource for professionals in every field, Public Relations: The Complete Guide provides a valuable hands-on reference for professionals ranging from midlevel marketing and sales managers to senior-level executives.

Public Relations: The Complete Guide

Business & Money

Marconi, Joe

Management & Leadership

South-Western Educational Pub

Companies small and large are concerned about the increased difficulty in developing marketing vehicles that cut through the clutter and make a positive impact on sales-resistant prospects. To promote products effectively and optimize results, marketers must use all of the tools at their disposal in an integrated plan. In his latest book, marketing and PR authority Joe Marconi helps companies create and maintain an effective marketing experience. Noting that marketing productivity is on the decline due to saturation of sales messages, increased customer indifference, and easily copied competitive advantage, this cutting-edge book illustrates that people need to feel kinship with the product and the marketer. Packed with case studies, the book helps marketers create the contexts in which prospects can experience the brand on their own terms without an interrupting sales pitch. Combining the best of publicity/PR and marketing, the book reflects the growth of integrated marketing communications and the decline of paid marketing and media.

Creating the Marketing Experience: New Strategies for Building Relationships with Your Target Market

Marketing & Sales

Cengage Learning'

Future Marketing reveals the most important marketing trend for the new millennium: targeting specific generational segments through media most acceptable to each of those segments. Customization is the name of the game. This book explores this convergence of consumer information with powerful new marketing tools and reveals what marketers need to know to reach seniors, boomers, and generations X and Y effectively.

Future Marketing : Targeting Seniors, Boomers, and Generations X and Y

Economics

Ntc Business Books

In a study conducted by PR Week, more than 85 percent of CEOs said that effective management of a corporation's reputation is critical to its market value. Reputation Marketing reveals steps marketers can take to shape, nurture, and protect their reputations. With case studies from companies such as Ford, Firestone, and Levi's, it provides in-depth coverage of subjects including the role of research in building reputation, use of new media resources to further a reputation, proven strategies for improving a "bad" reputation, and more.

Reputation Marketing

McGraw=Hill

Two-thirds of Americans report having greater trust in companies aligned with a social issue. Cause-related marketing programs not only enhance a company’s image but also increase employee satisfaction. Ninety percent of employees in companies with such programs report feeling proud of their company. Cause Marketing will show all businesses, regardless of size, how to work with a socially responsible organization, cause, or event to increase brand equity and consumer and employee loyalty, to differentiate their brands from competition, and to boost profits. 
Author Joe Marconi has created the most comprehensive book on this timely subject. Explaining how to implement a cause marketing program, he joins with the organization Business for Social Responsibility (BSR) and discusses never-before-published case studies, such as Mattel, Eddie Bauer, General Mills, and Starbucks. BSR is a global resource for companies seeking to sustain their commercial success in ways that demonstrate respect for ethical values, people, communities, and the environment.

Cause Marketing

Kaplan Publishing

The author of Image Marketing: Using Public Perceptions to Attain Business Objectives demystifies publicity by discussing how it's done, what it costs, and how to devise and manage an effective targeted influence campaign for profit and nonprofit ventures. Includes media examples, advice on using electronic tools, and a 101-point crash course in publicity. Annotation c. Book News, Inc., Portland, OR (booknews.com)

The Complete Guide to Publicity: Maximize Visibility for Your Product, Service, or Organization

NTC Pub. Group

Comprehensive and highly engaging, The Complete Guide to Publicity covers all aspects of planning and executing a successful publicity campaign, from defining "publicity" to explaining the key tools of the trade, and from understanding the media and the opportunities it holds to staging events, speeches, benefits, and photo opportunities. Directing his advice to anyone who might need to craft a publicity plan--small business owners, non-profit groups, small associations, solo service providers--as well as to public relations and marketing professionals searching for creative tips and insight on how to conduct more effective campaigns, author Joe Marconi demystifies "publicity" by revealing how it's done, what it costs, and how to devise and manage an effective publicity program. Completely up-to-date, the text includes helpful information on using electronic tools, such as E-mail and websites, as part of your publicity arsenal. Plus, real-life examples, including actual press releases, media clips, and more, make The Complete Guide to Publicity the ultimate handbook for effectively generating the maximum amount of good publicity for your product, service, or organization.

The Complete Guide To Publicity

Internationally respected marketing consultant Joe Marconi shows how to build a "value-added" brand in today's competitive global marketplace by creating an effective, integrated strategy involving advertising, marketing, publicity, and research. Case studies of successful brands that are now household names as well as those we no longer remember are included. Features "on-the-money" guidance for building successful brand strategies and brand loyalty including: 
<ul>* Finding the right name or changing names. * Creating logos, signatures, and corporate identity programs. * Building a brand through advertising. * Creating, managing, and marketing brand equity. </ul>

The Brand Marketing Book

"In an era of special interests and ambush journalism, any company can suddenly find itself on the defensive. Crisis Marketing offers a valuable guide to what a company can do before a crisis occurs and how to get beyond it. I highly recommend this book." -- Christopher Forbes Vice Chairman Forbes Magazine "Today's complex business environment has made crisis management a key boardroom priority. Joe Marconi is the first to focus on how crises impact marketing--how to market your products if it 'hits the fan. His valuable crash course in crisis marketing spells out what to do before, during, and after a crisis to protect your good name in the marketplace." -- Thomas L. Harris Former Chairman Golin/Harris Communications "In a world filled with oil spills, airline crashes, lawsuits, and all other kinds of disasters, it should be heartening to business to know a book like Crisis Marketing is out there to help them cope with these problems. This book should be on an eye-level shelf in the library of any company that deals with the public." -- Joe Cappo Senior Vice President Crain Communications Inc. "Marconi has produced a 'must-read' for any business manager who is at all uncertain about the future. This is the book that all managers should read before the crisis. The author understands what makes business tick and how perceptions can alter franchises and careers. His no-nonsense prescriptions, supported by outstanding case histories like Pepsi, are the stuff of quality advice." -- Robert L. Dilenschneider President The Dilenschneider Group Inc.

Crisis Marketing: When Bad Things Happen to Good Companies

Getting the Best from Your Ad Agency: Everything Marketers Need to Know About Working With Agencies from Creative, Media Planning, Budgeting and Mar

Probus Professional Pub

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