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· 제목 : Campaigns That Shook the World : The Evolution of Public Relations (Paperback)
· 분류 : 외국도서 > 경제경영 > PR 홍보
· ISBN : 9780749475093
· 쪽수 : 232쪽
· 출판일 : 2015-10-03
· 분류 : 외국도서 > 경제경영 > PR 홍보
· ISBN : 9780749475093
· 쪽수 : 232쪽
· 출판일 : 2015-10-03
목차
- 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
