Public Relations In The Context Of An Integrated Marketing Program

Steven Greene

The author discusses the fundamental importance of Public Relations to an integrated marketing program, and describes five steps to ensure that it is built into the process properly.

Public relations
Integration strategy

Public Relations in the Context of an Integrated Marketing Program

Steven GreeneSperling Greene Associates, Inc.

New-found support for the integrating marketing approach became evident this past year when Citibank stunned the marketing community by awarding...

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