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Campaigns That Shook the World: The Evolution of Public Relations

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en Limba Engleză Paperback – 03 Oct 2015
The inside story of pivotal PR campaigns of the last 4 decades, examining 10 in detail. Case studies include Dove, Obama for America, David Beckham and New Labour. It reveals how powerful PR can be, for good (and sometimes less than good), and showcases best practice.
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Specificații

ISBN-13: 9780749475093
ISBN-10: 0749475099
Pagini: 232
Dimensiuni: 156 x 234 x 12 mm
Greutate: 0.33 kg
Editura: Kogan Page

Cuprins

Section - One: Old school, robust media battles but with leadership, strategy and innovation; Chapter - 01: Labour Isn't working: The election of Margaret Thatcher - 1978-1979; Chapter - 02: New Labour, New Britain: Tony Blair's repositioning of the Labour Party - 1994-2005; Chapter - 03: A right royal renaissance: Rescuing the British Monarchy - 1997-2011; Section - Two: New approaches in global entertainment and sport, based on coalition and creativity; Chapter - 04: Start Me Up: Reinventing the Rolling Stones - 1981-1982 ; Chapter - 05: A way beyond football: Brand David Beckham - 1998-2013; Chapter - 06: Inspiring a generation: London 2012 Olympic Games - 2005-2012; Section - Three: Modern marketing movements with digital convergence and purpose; Chapter - 07: Product (RED): How Bono changed cause marketing - 2006-2014; Chapter - 08: The audacity of hope: Obama for America - 2006-2008; Chapter - 09: Campaign for Real Beauty: Dove - 2003-2013; Chapter - 10: Conclusions: A manifesto for great campaigns