Friday, December 19, 2008

The Market Planning Guide or Public Relations Practices

The Market Planning Guide: Creating a Plan to Successfully Market Your Business, Product, or Service

Author: David H Bangs

Get Hands-On, Proven Marketing Basics with This “Bible” of Business Marketing
 
Marketing is the lifeblood for succeeding in business. What venture can survive without customers? Every business, whether large or small, has to understand who its customers are and how to sell to those customers cost-effectively, be it products or services.
 
This all-new sixth edition of the marketing classic, The Market Planning Guide, contains everything needed to develop comprehensive, customized marketing plans and effective and focused marketing strategies for every size business—from sole proprietors to Fortune 500 companies. Readers will learn the questions to ask in order to create their own outline for a comprehensive marketing plan, including targeting the most profitable customers, standing out from the competition, pricing to maximize profits, and selling that yields results.
 
From mastering the basics to applying marketing principles to the actual marketing plans of two different companies, this user-friendly workbook gets readers up-to-speed fast, and:
•  Generates solutions to customer-retention issues using Web tools.
•  Delivers a simple process for creating and supporting sales forecasts.
•  Identifies differences in marketing for smaller ventures versus larger companies.
•  Enhances growth opportunities using the Internet for information sharing and troubleshooting. 
The Market Planning Guide is the most comprehensive, yet easy-to-use marketing planning tool available. Author David H. “Andy” Bangs outlineswhat’s at the heart of marketing an enterprise: the thrill of making a business grow, serving more customers, trying new ways to deliver value to customers, and watching employees grow and develop.



Go to: Business of Media or Consumer Behavior in Fashion

Public Relations Practices: Managerial Case Studies and Problems

Author: E H Center

Written by two of the most respected and honored individuals in the field, this definitive casebook of actual real-life public relations situations serves as a reference and guidebook for helping public relations professionals apply effective, cutting-edge public relations theories, principles, and practices to a wide variety of situations --involving all types and sizes of organizations. Features actual, real-life cases on each aspect of public relations --employee relations, media relations, community relations, issues, crises, investor relations, consumer relations and ethics. Some cases end favorable for the organization involved, some end in failure, and others are unresolved. Provides comprehensive introductions to each series of cases. Stresses the importance and necessity of combining all public relations actions with both personal and professional ethics in behavior -- as outlined by the Declaration of Principles of PRSA's Code of Ethics. For any practicing public relations professional.

Booknews

This textbook outlines the various types, practices, and basic principles of public relations. Specific chapters consider the purpose of public relations, explain how it addresses problems and uses opportunities, describe its different audiences (employees, communities, investors, consumers, and media), discuss issue campaigns and debates, address crisis management, reflect on standards and ethics, and offer career advice. Center teaches at San Diego State University. Jackson is an attorney. Annotation c. Book News, Inc., Portland, OR (booknews.com)



Table of Contents:
Preface     x
The Purposes of Public Relations     1
How Public Relations Deals with Problems and Opportunities     9
Employee Relations     22
Investing in Employees Pays Off     31
Southwest Airlines-Where Fun, LUV, and Profits Go Hand-in-Hand     34
Creating a Collaborative, Employee-Driven Vision for the Future: Atlantic Southeast Airlines     38
Kodak Communicates One-on-One with All of Its Employees     43
What Price "Good" Employee Relations?     46
Keeping Merger Havoc at Bay     48
Community Relations     49
A Classic: Chemical Industry Takes Responsibility for Community Concerns     56
Community Relationships Maintained During Hospital Closing     64
The Struggle for Nuclear Power     68
Nuclear Waste Goes Down the Drain     78
Grassroots Efforts Save a Historic Piece of Land     87
One Company's Battle Resurrected in a Hollywood Movie: What Is the Best Defense?     91
Helping Isn't Always Easy     93
Adjusting to a Change in Command     94
Bringing the Community to Consensus     95
Investor Relations     96
A Classic: On Wall Street, Inside Information Is Profitable     103
Bankruptcy: Communicating for Future Success     111
A City Divided: SDG&E Takeover     115
A Classic: Established Relationships Save a Landmark Company     120
Can an Annual Report Please Everyone?     128
Here Comes That Man Nader, Again     129
Planning the Annual Meeting with a Twist     130
Consumer Relations     131
Firestone: A Recall Revisited     138
Texas Cattlemen Versus Oprah Winfrey     144
A Classic: Tylenol Rides It Out and Gains a Legacy     147
Intel Pays High Price for Losing Focus     154
Wine Bar Needs Positioning     157
Good Intentions, Bad Results     157
Turning Customer Complaints to Customer Delight     159
Media Relations     160
There's a Syringe in My Pepsi Can!     170
Alar and PR: Getting to the Core of the Apple Problem     176
GM Versus NBC: A Corporate Crisis of Explosive Proportions     186
A Classic: Building Media Relationships That Pay     193
Universal Studios Florida: Riding "Rat Lady" to Halloween Success     200
Employer Interests and Media Interests in Conflict     203
Dealing with the Media in a Sticky Situation     205
Public Issue Campaigns and Debates     207
Rights and Choices-For Whom?     216
Take Your Choice-Tobacco or Health     222
Guns-For Whom? For What?     233
United Way and the Boy Scouts of America: A Question of Funding     244
A Classic: Free the Texas Shopper!     250
Mothers Against Drunk Driving-MADD     254
Smokeout Can Be a Hot Potato     261
Refereeing a New Kind of Game     262
Anticipating Emerging Issues     264
Crisis Management     265
Hurricane Katrina: A Disaster from Beginning to End     271
A Classic: Bhopal-A Nightmare for Union Carbide     279
A Classic: When Positive Actions Don't Result in Positive Perceptions     285
Holden Heights Hostage Crisis     290
Trouble in the Pews: The Catholic Church and Child Molestation     294
The West Virginia Mine Disaster: An Emotional Roller Coaster and Public Relations Train Wreck     301
When Associates Disagree in Handling an Emergency     304
What to Do When an Employee's Problems Affect the Company     305
Standards, Ethics, and Values     306
Corporate Ethics-Armstrong Williams     317
A Classic: Baby Formula Raises Questions     320
Corporate Social Responsibility and Ethics: Nike's Labor Practices Under Scrutiny     332
Dow Corning and Breast Implants: Dealing with the Perception of Deception     340
Whether to Blow the Whistle     347
Write the Truth or "Make Us Look Good"?     348
Index     349

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