Positioning theory and strategic communication: a new approach to public relations research and practice
Auteur :
James, Melanie
Éditeur :
Taylor & Francis Ltd
ISBN :
9780415532631
Date de publication :
6 juin 2014
Dimensions :
23,4 x 15,6 cm
Poids :
610 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
This book presents a new framework for intentional strategic positioning in public relations. It is a significant move away from the symmetrical communication ideas that have dominated public relations thinking for several decades. 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.