Business Communication - McGraw-Hill Books

MarketingPublic RelationsInternational EditionPUBLIC RELATIONS FOR THE INFORMATION AGEBy Dan L. Lattimore, University of Memphis, Otis W. Baskin, PepperdineUniversity, James K. Van Leuven, University of Oregon, ElizabethL. Toth, Syracuse University and Suzette T. Heimen, Universityof Missouri—Columbia2004ISBN-13: 978-0-07-293531-8 / MHID: 0-07-293531-6(with Online Learning Center)ISBN-13: 978-0-07-111355-7 /MHID: 0-07-111355-X[IE with Student CD]Website: http://www.mhhe.com/lattimoreCoverage of global markets, new technologies, and multiculturalismthroughout this dynamic new text make it the cutting-edgechoice for public relations courses. Accompanied by a unique,free CD-ROM with video interviews of leaders in the publicrelations field, the text presents and explains in a personal, jargon-freestyle the fundamental tools of public relations practice,providing a multi-disciplinary understanding of the emergingtrends within the field.CONTENTSPart I: THE PROFESSION Chapter 1. Nature of Public RelationsChapter 2. History of Public Relations Chapter 3. A Theoretical Basisfor Public Relations Chapter 4. Ethics, Legal Environment and ProfessionalismPart II: THE PROCESS Chapter 5. Research: UnderstandingPublic Opinion Chapter 6. Strategic Planning Chapter 7. ImplementingAction and Communication Chapter 8. Evaluating Public RelationsEffectiveness Part III: PUBLIC RELATIONS: THE PUBLICS Chapter 9.Media Relations Chapter 10. Employee Communication Chapter 11.Community Relations Chapter 12. Consumer Relations and MarketingChapter 13. Financial Relations Chapter 14. Public Affairs and Relationsin GovernmentCustomer RelationManagementby readers. Courses have traditionally occurred at postgraduatelevel although it is increasingly clear that RM courses areoccurring at final year undergraduate level and in some caseslower. This text aims to fulfil the need of those lecturers andstudents teaching and taking these modules. The text will alsosuit MBAs as a bridge to more strategic marketing texts suchas Christopher et al’s (2004) Relationship Marketing. This textwill present theories and show how they relate to a range ofpractical contexts which are relatively new, including publicsector, arts, professional services and virtual communities, aswell as the more traditional domains of B2B and B2C. Thiswill be achieved through clearly structured sections entitledPerspectives, Dimensions and Contexts. A brief review of theaims of each section follows:• Perspectives: This section presents a brief review of the keyconcepts and theories from different perspectives recognised inthe academic literature.• Dimensions: This section considers the different componentsand processes incorporated within each of the perspectives thathave variously important roles and impact. Included within thisare social ties and emotional labour, knowledge management,the role of quality and performance indicators, the nature ofvirtual communities and their role in relational developmentand management, and, technology.• Contexts: This section provides an in-depth case analysis fora range of different practical contexts (case studies).FEATURES(1) The new structure: Perspectives, Dimensions, Contexts(2) Extended, useful & lively case studies(3) Authors each offer a different experiences & this will be reflectedby the breadth & interest of the case studiesCONTENTSSection 1: PERSPECTIVES 1. Introduction 2. New paradigm of RM 3.Buyer & selling behaviour models 4. Interaction approach 5. Relationalperspectives in services (Gummesson, Gronroos) Section 2: DIMEN-SIONS 6. People 7. Knowledge management 8. Virtual Communities9. Technology? Section 3: CONTEXTS 10. B2B in Professional Services11. Consumer Services – on and off-line 12. Public Sector 13. Arts 14.Conclusions 15. Summary of definitions used 16. Alphabetical list ofall referencesNEWRELATIONSHIP MARKETINGBy Tracy Harwood, Anne Broderick and Tony Garry of LeicesterBusiness School2007 (June 2007) / 368 pagesISBN-13: 978-0-07-711422-0 / MHID: 0-07-711422-1McGraw-Hill UK Title“Relationship Marketing [is] a long-term approach that nurturescustomers, employees and business partners.” (Masterson andPickton: Marketing) Identified in the 1980’s, there were somegroundbreaking texts in the 1990’s and this text now seeks todraw on the existing literature to present a modern view ofRelationship Marketing. Structured in three sections, Perspectives,Dimensions and Contexts, the text provides an integratedoverview of the key theoretical concepts and models; discussionof current practical applications; review of latest thinkingby both academics and practitioners; and, considers how theconcepts may be evolving. Lively case studies & examples willbe given to illustrate the ideas presented. Each chapter willprovide a list of further readings, annotated for accessibilityInternational EditionSIMCRM: STUDENT CD AND MANUALBy Nentl2004 / 75 pagesISBN-13: 978-0-07-283967-8 / MHID: 0-07-283967-8(Playbook for Students with CD) - Out of PrintISBN-13: 978-0-07-123499-3 / MHID: 0-07-123499-3[IE - Playbook for Students]Website: http://mhhe.com/business/marketing/simseries_websiteTHE SIM SERIES is a set of five CD-based simulation modules(each accompanied by a print manual) that can be packagedseparately or as a set with any marketing, sales, or managementtext and are designed to teach strategic decision making whilereinforcing marketing and sales principles. Each module usestoday’s hottest marketing and financial analytics to underscorethe importance of making quality management decisions. Allof the modules stress the importance of optimizing short-termrevenue gains and long-term profitability (customer lifetimevalue). Students will understand the challenge of aligning shorttermand long-term goals, and recognize when these goals canbe in conflict. The most unique selling feature of the modules192HED 2007 Marketing.indd 19210/5/2006 1:42:56 PM