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Full Product Details

Author:   Ylva French (Freelance Consultant, UK) ,  Sue Runyard (Heritage Lottery Fund, UK)
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Weight:   1.440kg
ISBN:  

9780415610452

ISBN 10:   0415610451
Pages:   384
Publication Date:   02 June 2011
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

PART I: MARKETING AND PR PRINCIPLES FOR THE 21ST CENTURY 1. Marketing in a new dimension 2. Public Relations is more than PR 3. The Marketing Strategy - Stage One – The Internal Audit 4. The Marketing Strategy – Stage 2 – The External Audit 5. A Public Relations strategy for every occasion 6. Everything you want to know about brands and branding PART II: FROM THEORY TO PRACTICE 7. Creating the Marketing Plan 8. Tactical marketing and audience development 9. Making the most of your tourism potential 10. The media overview - the future is….? 11. Engaging with media through PR 12. Events as part of the public relations mix 13. Internal communications - new ways of communicating 14. Communicating with stakeholders and developing partnerships 15. Commercial and fundraising activities – the relationship with Marketing and PR 16. Crisis Communications PART III: RESEARCH AND RESOURCES 17. Research, monitoring and evaluation in Marketing and PR 18. Resources Appendix

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Author Information

Ylva French has over 25 years' experience as a marketing and public relations professional working in the arts, tourism, leisure, museums and heritage. She has set up her own marketing communications agency, and has operated as an independent consultant in the arts and museum sectors, as well as running the Campaign for Museums. She wrote the Blue Guide London (A&C Black -- five editions) and with Sue Runyard has co-authored the Marketing and Public Relations Handbook (2000). Sue Runyard is former Head of PR for the Royal Botanic Gardens, Kew, the Victoria & Albert Museum, the Natural History Museum, and the J. Paul Getty Museum in Los Angeles. She has served as press officer for two cabinet ministers during a secondment to the Cabinet Office, and has administered a national Marketing Grants Scheme, working with hundreds of heritage and tourism organizations throughout the UK. She has published several books and papers and contributed to many overseas projects.

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