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Beyond advertising : creating value through all customer touchpoints

Tác giả: Yoram Wind, Catharine Hays

Part 1. The motivation for change; Part 2. Toward a new model beyond advertising; Part 3: What to do now to get ready for - and Co-create - the future.

Brand admiration : building a business people love

Tác giả: C. Whan Park,...[et.al]

Section 1: The big picture. Section 2: Building admire brands. Section: Strengthening and leveraging admired brands. Section 4: Assessing the value of admired brands to firms and customers.

The public relations writer's handbook : the digital age

Tác giả: Merry Aronson , Don Spetner, Carol Ames

This book offers a simple, step-by-step approach to creating a wide range of writing, from basic news releases, pitch letters, biographies, and media alerts, to more complex and sophisticated speeches, media campaign proposals, crisis responses, and in-house publications. In addition, the ...

HBR guide to getting the mentoring you need

Section 1. What good mentoring looks like; Section 2. Mapping out your development; Section 3. Growth and advancement.

Content marketing for dummies

Tác giả: Susan Gunelius

Part 1. Getting started with a content marketing plan; Part 2. Marketing with long-form content; Part 3. Marketing with short-form content; Part 4. Engaging in online conversations to share content; Part 5. Achieving long-term success; Part 6. The part of tens.