Download or read book Positioning Theory and Strategic Communication written by Melanie James and published by Routledge. This book was released on 2014-06-13 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: In public relations, people talk about positioning an idea, a persona, a political ideal, an ideology – but what are they talking about? Why do some positions taken by organizations crystallize in the minds of audiences, while others fail? Whilst positioning is not something new in public relations, this book is the first to explicate what it involves, how it works and how to do it. This is the first in-depth exploration of the possibilities of Positioning Theory for the public relations field and it adds a new perspective to the growing body of multidisciplinary work in this rich theoretical area, moving the discussion away from the traditional communication plans of previous decades, which fail to accommodate the changing media and opinion landscapes. The author pulls together various strands of socio-cultural theory into an analytical framework, providing readers with a tool to analyse the organizational implications of public relations decisions, guiding strategic decision making through realistic scenario planning. This thought-provoking book provides an alternative path to studying communication in increasingly complex environments and as such, will be vital reading for researchers and educators, advanced communication and public relations students, and for senior public relations practitioners.
Download or read book Brand Relevance written by David A. Aaker and published by John Wiley & Sons. This book was released on 2011-01-25 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.
Download or read book Deconstructing Development Discourse written by Andrea Cornwall and published by Practical Action Pub. This book was released on 2010 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: Andrea Cornwall is Professor of Anthropology and Development in the School of Global Studies at the University of Sussex. --
Download or read book Consumer Behavior written by Delbert I. Hawkins and published by McGraw-Hill/Irwin. This book was released on 2003-03 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer Behavior, 9/e, by Hawkins, Best, & Coney offers balanced coverage of consumer behavior including the psychological, social, and managerial implications. The new edition features current and exciting examples that are tied into global and technology consumer behavior issues and trends, a solid foundation in marketing strategy, integrated coverage of ethical/social issues and outlines the consumer decision process. This text is known for its ability to link topics back to marketing decision-making and strategic planning which gives students the foundation to understanding consumer behavior which will make them better consumers and better marketers.
Download or read book The Morality of Law written by Lon Luvois Fuller and published by . This book was released on 2004 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book The Public Relations Handbook written by Alison Theaker and published by Routledge. This book was released on 2004-08-02 with total page 377 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this updated edition of the successful Public Relations Handbook, a detailed introduction to the theories and practices of the public relations industry is given. Broad in scope, it; traces the history and development of public relations, explores ethical issues which affect the industry, examines its relationships with politics, lobbying organisations and journalism, assesses its professionalism and regulation, and advises on training and entry into the profession. It includes: interviews with press officers and PR agents about their working practices case studies, examples, press releases and illustrations from a range of campaigns including Railtrack, Marks and Spencer, Guinness and the Metropolitan Police specialist chapters on financial public relations, global PR, business ethics, on-line promotion and the challenges of new technology over twenty illustrations from recent PR campaigns. In this revised and updated practical text, Alison Theaker successfully combines theoretical and organisational frameworks for studying public relations with examples of how the industry works in practice.
Download or read book Marketing Communications written by John R. Rossiter and published by Prentice Hall. This book was released on 2005 with total page 500 pages. Available in PDF, EPUB and Kindle. Book excerpt: Draws from both academic literature and applied literature and from Europe and Australasia as well as the USA. Covers all contemporary forms of marcoms - brand advertising and direct-response advertising, sales promotion, corporate image advertising and more. Rossiter from Uni of Wollongong, NSW and Bellman from Uni of W.A..
Download or read book Contextualizing Openness written by Leslie Chan and published by Perspectives on Open Access. This book was released on 2018-04-24 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: A fascinating look at Open Science and the democratization of knowledge in international development and social transformation.
Download or read book Conservation of the Richmond Birdwing Butterfly in Australia written by Donald P.A. Sands and published by Springer Science & Business Media. This book was released on 2013-09-02 with total page 220 pages. Available in PDF, EPUB and Kindle. Book excerpt: This survey of one the longest insect conservation campaigns in Australia deals with recovery of one of the most iconic endemic butterflies, the Richmond birdwing, threatened by clearance and fragmentation of subtropical rainforest in eastern Australia and the spread of an alien larval food-plant. Its conservation has involved many aspects of community involvement, developed over more than 20 years, and focused on habitat restoration and weed eradication, in conjunction with conservation of remaining forest fragments. The work has involved the entire historical range of the butterfly, addressed threats and emphasised landscape connectivity, and has enhanced recovery through extensive plantings of native food plants. Interest has been maintained through extensive publicity, community education and media activity, and the programme has provided many lessons for advancing insect conservation practice in the region.
Download or read book Beliefonomics written by Mark Howard Jones and published by . This book was released on 2020-03-03 with total page 162 pages. Available in PDF, EPUB and Kindle. Book excerpt: Storytelling that impacts hearts and minds to activate growth is possible. This powerful five-star review debut book by former Australian Financial Review journalist, CEO, author and international speaker, Mark Jones, provides practical insights that will change the way you think about storytelling, and the world. Beliefonomics(TM) is a deliberate contraction of belief and economics. It is a world-first proven model for CEOs, CMOs and brand managers to realise the true value of storytelling to change beliefs and behaviour. www.markhjones.net FIVE STAR REVIEWS!! "Every marketer needs to read Beliefonomics. It's a brilliant idea and an insightful way to tackle the problem of behaviour change." Andy Lark, CEO, Group Lark and former Chief Marketing and Digital Officer, Foxtel "Mark awakened our hearts and minds to the power of story and its ability to connect with our customers. Our leadership team enjoyed working with him in Australia and the US knowing that Beliefonomics is helping achieve our growth ambitions across the globe. I commend this book to you as a must-read for any leader seeking a competitive edge in the digital transformation era." Kumar Parakala, President, GHD Digital "Mark's ground-breaking approach to storytelling helped us realise the significance of belief systems and ensuring they remain at the centre of our marketing and communications. I have no doubt Beliefonomics will inspire many more organisations like ours." Darlene White, Manager, Brand and Communications, UniSuper "This is truly ground-breaking work. Mark's deep understanding of storytelling, marketing and the media sets Beliefonomics apart as a book that will not just inspire, but change organisations around the world." Michael McQueen, multi-award winning speaker, trend forecaster & bestselling author "This is a must-read for marketers and business leaders across the world. Mark offers unique insights into the power of storytelling through the lens of belief systems; it's already helping companies gain more traction towards their growth vision." Daniel Davis, CEO, EOS Asia Pacific ****** Based on insights from his time as a journalist interviewing thought leaders like Richard Branson, Apple co-founder Steve Wozniak, and former Australian Prime Minister, Malcolm Turnbull, Mark Jones offers radically practical hope to leaders, marketers, and humanity about the power of storytelling to measurably shift beliefs, and positively impact change.
Download or read book Empress written by Shan Sa and published by Harper Collins. This book was released on 2009-10-06 with total page 497 pages. Available in PDF, EPUB and Kindle. Book excerpt: Such is the voice of Shan Sa's unforgettable heroine in her latest literary masterpiece, Empress. Empress Wu, one of China's most controversial figures, was its first and only female emperor, who emerged in the seventh century during the great Tang Dynasty and ushered in a golden age. Throughout history, her name has been defamed and her story distorted by those taking vengeance on a woman who dared to become emperor. But now, for the first time in thirteen centuries, Empress Wu (or Heavenlight, as we come to know her) flings open the gates of the Forbidden City and tells her own astonishing tale—revealing a fascinating, complex figure who in many ways remains modern to this day. Writing with epic assurance, poetry, and vivid historic detail, Shan Sa plumbs the psychological and philosophical depths of what it means to be a striving mortal in a tumultuous, power-hungry world. Empress is a great literary feat and a revelation for the ages.
Download or read book The Handbook of Communication Engagement written by Kim A. Johnston and published by John Wiley & Sons. This book was released on 2018-04-27 with total page 603 pages. Available in PDF, EPUB and Kindle. Book excerpt: A comprehensive volume that offers the most current thinking on the practice and theory of engagement With contributions from an international panel of leaders representing diverse academic and professional fields The Handbook of Communication Engagement brings together in one volume writings on both the theory and practice of engagement in today’s organizations and societies. The expert contributors explore the philosophical, theoretical, and applied concepts of communication engagement as it pertains to building interaction and connections in a globalized, networked society. The Handbook of Communication Engagement is comprehensive in scope with case studies of engagement from various disciplines including public relations, marketing, advertising, employee relations, education, public diplomacy, and politics. The authors advance the current thinking in engagement theory, strategy, and practice and provide a review of foundational and emerging research in engagement topics. The Handbook of Communication Engagement is an important text that: Provides an overview of the foundations and philosophies of engagement Identifies the contexts of engagement relating to specific areas across government and corporations, including CSR, consumer, activism, diplomacy, digital, and social impact Includes examples of contemporary engagement practice Presents applications of engagement and technology Offers insights on the future directions of engagement The Handbook of Communication Engagement offers an essential reference for advanced undergraduate, graduate students, practitioners and scholars from communication, media, advertising, public relations, public policy, and public diplomacy areas. The volume contains a compendium of the writings on the most recent advances on the theory and practice of engagement. Winner of the 2018 PRIDE Award for Innovation, Development, and Educational Achievement from the Public Relations Division of the National Communication Association.
Download or read book University and School Collaborations During a Pandemic written by Fernando M. Reimers and published by Springer Nature. This book was released on 2022 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: Based on twenty case studies of universities worldwide, and on a survey administered to leaders in 101 universities, this open access book shows that, amidst the significant challenges caused by the COVID-19 pandemic, universities found ways to engage with schools to support them in sustaining educational opportunity. In doing so, they generated considerable innovation, which reinforced the integration of the research and outreach functions of the university. The evidence suggests that universities are indeed open systems, in interaction with their environment, able to discover changes that can influence them and to change in response to those changes. They are also able, in the success of their efforts to mitigate the educational impact of the pandemic, to create better futures, as the result of the innovations they can generate. This challenges the view of universities as "ivory towers" being isolated from the surrounding environment and detached from local problems. As they reached out to schools, universities not only generated clear and valuable innovations to sustain educational opportunity and to improve it, this process also contributed to transform internal university processes in ways that enhanced their own ability to deliver on the third mission of outreach
Download or read book Boundaries written by Henry Cloud and published by Zondervan. This book was released on 2002-03-18 with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt: When to say yes, when to say no to take control of your life.
Download or read book Rhetoric and Drama written by DS Mayfield and published by Walter de Gruyter GmbH & Co KG. This book was released on 2017-03-06 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt: Proving fruitful in various applications throughout its two millennia of predominance, the rhetorical téchne appears to have entertained a particularly symbiotic interrelation with drama. With contributions from (among others) a Classicist, historical, linguistic, musicological, operatic, cultural and literary studies perspective, this publication offers interdisciplinary assessments of specific reciprocities between the system of rhetoric and dramatic works: tracing the longue durée of this nexus—highlighting its Ancient foundations, its various Early Modern formations, as well as certain configurations enduring to this day—enables describing shifting degrees of rhetoricity; approaching it from an interdisciplinary viewpoint facilitates focusing on the often sidelined rhetorical phenomena located beyond the textual plane, specifically memoria and actio; tackling this interchange from various viewpoints and with diverse emphases, a long-lasting and highly prolific cross-fertilization between drama and rhetoric is rendered visible. In tendering a balanced panorama of both detailed case studies and descriptive overviews, this volume also points toward terrain yet to be charted in the scholarship to come. The volume was prepared in co-operation with the ERC Advanced Grant Project Early Modern European Drama and the Cultural Net (DramaNet).
Download or read book Sport Public Relations written by G. Clayton Stoldt and published by Human Kinetics. This book was released on 2020-10-02 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: Sport Public Relations, Third Edition With HKPropel Access, offers a comprehensive examination of the value and practice of public relations in sport. Extensively updated and substantially reorganized, this third edition reflects the evolution of the field with modern applications across a wide range of media channels. The book’s topics align with the Common Professional Component topics outlined by the Commission on Sport Management Accreditation (COSMA). The author team brings together significant professional and educational backgrounds in sport public relations to offer an engaging look at the full range of public relations functions. Readers will learn the importance of consistent brand communication and how to manage organizational relationships, both internal and external, to attain key strategic goals. The thorough coverage of the field is built around three common themes: Public relations is a managerial function focused on advancing the brand and engaging key stakeholders. The communications environment is continuously evolving. Community relations, employee relations, and donor relations are as critical as media relations within the sport industry. Woven throughout these themes are public relations theories applied in sport-specific contexts to help students further understand the complexity of the sport communication ecosystem. Throughout the book, there is guidance for practical application, including samples of public relations materials such as news releases and employee newsletters. Be Your Own Media sidebars highlight how sport organizations are proactively telling their stories across various media platforms. New to this edition, case studies and discussion questions serve as a foundation for additional learning. Other updates include the following: Discussion of engaging key publics through social media and other forms of digital media—such as blogs, podcasts, virtual fan communities, and video—as well as approaches to developing content, metrics for measuring success, and skills for managing media in sport An examination of customer experience (CX) and how to enhance those relationships by defining customer touch points and mapping the customer journey Considerations for social media usage during crisis communication, with modern examples of effective and ineffective ways prominent sport entities have managed recent crises Also new to the third edition are related online learning aids delivered through HKPropel and designed to generate discussion and highlight the opportunities and challenges that exist in sport public relations. Commentary on current topics is accompanied by links to associated content, discussion questions, and applied learning activities to promote engaged student learning. A live Twitter feed for specific hashtags within HKPropel ensures regular updates. With Sport Public Relations, Third Edition, students will better understand the various demands of the field and learn to successfully and proactively develop consistent communication and stronger relationships between sport organizations and their key publics. Note: A code for accessing HKPropel is not included with this ebook but may be purchased separately.
Download or read book Abridged Decimal Classification and Relativ Index written by Melvil Dewey and published by . This book was released on 1894 with total page 198 pages. Available in PDF, EPUB and Kindle. Book excerpt:
