MARC Record from marc_columbia

LEADER: 05782cam a2200625 a 4500
001 15089356
005 20211106231608.0
006 m o d
007 cr cnu---unuuu
008 130318s2006 nyua ob 001 0 eng d
035 $a(OCoLC)ocn830323543
035 $a(NNC)15089356
040 $aN$T$beng$epn$cN$T$dIDEBK$dE7B$dOCLCF$dYDXCP$dTYFRS$dEBLCP$dDEBSZ$dOCLCQ$dMOR$dOCLCQ$dLEAUB$dK6U$dOCLCO$dOCLCQ
019 $a831119477$a988487142$a1086491398
020 $a9781136614521$q(electronic bk.)
020 $a1136614524$q(electronic bk.)
020 $a9780203462669$q(e-book)
020 $a0203462661$q(e-book)
020 $a9781136614477$q(e-book ;$qMobi)
020 $a1136614478
020 $a9781136614514$q(e-book ;$qePub)
020 $a1136614516
020 $z9780789028648
020 $z0789028646
020 $z9780789028655
020 $z0789028654
035 $a(OCoLC)830323543$z(OCoLC)831119477$z(OCoLC)988487142$z(OCoLC)1086491398
050 4 $aHD59$b.C755 2006eb
072 7 $aBUS$x052000$2bisacsh
082 04 $a659.2/068$222
049 $aZCUA
100 1 $aCroft, A. C.
245 10 $aManaging a public relations firm for growth and profit /$cA.C. Croft.
250 $a2nd ed.
260 $aNew York :$bHaworth Press, Inc.,$c©2006.
300 $a1 online resource (xix, 301 pages) :$billustrations
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
500 $aIncludes index.
504 $aIncludes bibliographical references and index.
588 0 $aPrint version record.
505 0 $aCover; Managing a Public Relations Firm for Growth and Profit; Copyright; CONTENTS; Foreword; Preface; PART I: INTRODUCTION-THE REAL WORLD OF PUBLIC RELATIONS FIRM MANAGEMENT; Chapter 1 What Is a Public Relations Firm?; IS IT A FIRM OR AN AGENCY?; ON BEING SUCCESSFUL; YOUR BASIC RESPONSIBILITIES; MARKETING AND MANAGING YOUR FIRM; PROFILE 1: CATHY ACKERMANN; Chapter 2 What Is an Agency Principal?; PROFESSIONAL EXPERIENCE AND SKILLS; PERSONAL DEDICATION AND RESILIENCY; MANAGEMENT INTEREST AND SKILLS; MARKETING AND SALES INTEREST AND SKILLS; TAKE THE GOOD WITH THE BAD; THE NEW BUSINESS GAME.
505 8 $aPR FIRM PRINCIPALS I HAVE KNOWNTHINGS YOU SHOULD NEVER SAY; THE PR AGENCY PRINCIPAL'S PRAYER; PROFILE 2: RICHARD BLEWITT; PART II: MARKETING YOUR FIRM FOR GROWTH; Chapter 3 Anatomy of an Agency Search: How the Game Is Played; THE BEGINNING; THE SITUATION; THE SEARCH; ANOTHER ENDING; FOOTNOTE; PROFILE 3: JOE BOYD; Chapter 4 Developing a Marketing Plan; ASSESS AGENCY STRENGTHS AND WEAKNESSES; EVALUATE SERVICE POTENTIAL; EXAMINE MARKET POTENTIAL; CONSIDER THE PROFIT POTENTIAL; ANALYZE COMPETITION; DEVELOP A UNIQUE STRATEGIC POSITION; DNA BRANDING FOR PR FIRMS; HOW DOES YOUR FIRM STACK UP?
505 8 $aPROFILE 4: JOHN CHARLESTON AND LYLE ORWIGChapter 5 Communicating to Prospects; BE VISIBLE; WRITE AND SPEAK; TREAT EMPLOYEES AND APPLICANTS WELL; USE BUSINESS CONTACTS; COMMUNICATE REGULARLY; FOCUS YOUR MARKETING PROGRAM; PROFILE 5: HERBERT CORBIN; Chapter 6 New Business Rules; CROFT RULE NUMBER ONE: NEVER WORK IN THE DARK; CROFT RULE NUMBER TWO: NEVER PUT YOUR PROSPECT TO SLEEP; DESIGNING A NEW BUSINESS CAMPAIGN; SELF-MARKETING CAMPAIGN ELEMENTS; PROFILE 6: ROGER FISCHER; Chapter 7 New Business Secrets; TEN WAYS TO BUILD BUSINESS; HOW DAVID CAN BEAT GOLIATH; SEVEN SECRETS TO SELL SERVICE.
505 8 $aQUESTIONS TO ASK PROSPECTSTHE KILLER QUESTIONS THAT PROSPECTS ASK; TEN WAYS TO RUIN A NEW BUSINESS PRESENTATION; MISTAKES THAT PROSPECTS MAKE; THINGS I'VE LEARNED ABOUT SUCCESSFUL AGENCY PITCHES: TOM HARRIS'S SECRETS; TEN REASONS WHY PR SHOULD BE PART OF EVERY MARCOM PROGRAM; BENEFITS PROVIDED BY A PR FIRM OVER INTERNAL STAFF; TWENTY-FIVE REASONS TO WALK A WAY FROM A PROSPECT; WHAT ABOUT THOSE CLIENTS YOU CAN'T STAND-DO YOU NEED THEM?; PROFILE 7: MICHELLE FLOWERS; Chapter 8 New Business Singular Truths; TRUTH NUMBER 1: THE FIRST ENCOUNTER WITH A PROSPECT IS CRITICAL.
505 8 $aTRUTH NUMBER 2: A PROSPECT'S AGENDA MAY NOT BE AS IT SEEMSTRUTH NUMBER 3: THE IMPORTANCE OF CULTURE COMPATIBILITY CANNOT BE OVERESTIMATED; TRUTH NUMBER 4: THE PROSPECTS' PRIORITIES ARE SELDOM THE SAME AS YOURS; TRUTH NUMBER 5: YOU MUST BE ABLE TO ACCEPT AND BOUNCE BACK FROM REJECTION; TRUTH NUMBER 6: BE PATIENT-WINNING NEW CLIENTS TAKES TIME; PROFILE 8: TOM GABLE; PART III: MANAGING YOUR FIRM FOR PROFIT; Chapter 9 Serving the Client; WHAT DO CLIENTS WANT?; PROVIDING OUTSTANDING CLIENT SERVICE; CLIENT SERVICE AUDITS PROVIDE A RECORD OF ACHIEVEMENT; MEASURING CLIENT SATISFACTION.
520 $aThe one-of-a-kind how-to book that puts effective agency management strategies at your fingertipsThe classic text that describes in detail how to successfully manage and market a public relations firm, has been completely updated with three new chapters and is now more than 50% longer. This one-of-a-kind new edition is bursting with creative tips, instructions, philosophies, theories, and guidance, all to help you steer your firm to success. It demonstrates how to market, promote, and sell a firm to attract, win, and hold the right clientele. You will learn how to manage a new or e.
650 0 $aPublic relations firms$xManagement.
650 7 $aBUSINESS & ECONOMICS$xPublic Relations.$2bisacsh
650 7 $aPublic relations firms$xManagement.$2fast$0(OCoLC)fst01082934
655 4 $aElectronic books.
776 08 $iPrint version:$aCroft, A.C.$tManaging a public relations firm for growth and profit.$b2nd ed.$dNew York : Haworth Press, Inc., ©2006$z9780789028648$w(DLC) 2005019820$w(OCoLC)61151391
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio15089356$zTaylor & Francis eBooks
852 8 $blweb$hEBOOKS