Marketing Communication and Public Relations

Contents: Preface. 1. Marketing communication: an introduction. 2. Public relations: an introduction. 3. The role of communication in management. 4. Strategic communications. 5. Post integrated marketing communications: creativity, consistency, and effective resource allocation. 6. Interactive marketing communications. 7. Excellence in public relations and communication management. 8. New media influences and implications for the public relations profession. 9. Public relations and communication strategy implementation plan. 10. Public relation and the innovation in communication system. 11. Effective communication and public relations. 12. The psychology of public relations communication. 13. New media, new influences and implication for public relations. 14. Evaluation and measurement in marketing: trends and challenges. 15. The Structure of online marketing communication channels. 16. Problems of companies marketing communication management. Bibliography. Index.

Marketing communication and public relations are moving toward interactions between individual recipients and consumers rather than being directed from a marketing organization to masses of consumers. It is now possible for an individual to be just as efficient in broadcasting information, both positive and negative, about an organization as it is for a large corporation to promote itself. The social networking that allows the quick and easy dissemination of information and mis-information is in part a product of changes in online communication channels, but these communication channels are in part enabled by such social networking. (jacket)