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This digital document is an article from Franchising World, published by International Franchise Association on March 1, 2004. The length of the article is 729 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Franchising is attractive career path for Veterans: IFA's VetFran Program stepping up its pace.(VetFran)(International Franchise Association Veterans Transition Franchise Initiative)
Publication: Franchising World (Magazine/Journal)
Date: March 1, 2004
Publisher: International Franchise Association
Volume: 36Issue: 2Page: 57(1)

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This digital document is an article from Journal of Consumer Affairs, published by American Council on Consumer Interests on June 22, 1999. The length of the article is 8444 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Food Shopping Profiles of Career-oriented, Income-oriented, and At-home Wives.
Author: Rosemary Polegato
Publication: Journal of Consumer Affairs (Refereed)
Date: June 22, 1999
Publisher: American Council on Consumer Interests
Volume: 33Issue: 1Page: 110

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This digital document is an article from Fund Raising Management, published by Hoke Communications, Inc. on June 1, 1997. The length of the article is 2174 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: McMurry Publishing Inc (MPI) Chmn and Pres Preston V. McMurry, Jr., considershimself a man with four defined careers, namely, professional fund raiser, hospital administrator, advertising copy writer and publisher. McMurry is the man behind one of the country's largest healthcare publishing company producing 13 magazine four of which are in Spanish. He aligns the company's distinct culture with his mission statement and the eight fundamental values which he wants all staff members to observe.

Citation Details
Title: Preston McMurry: an esteemed career of publishing and philanthropy.(Cover Story)
Author: George R. Reis
Publication: Fund Raising Management (Magazine/Journal)
Date: June 1, 1997
Publisher: Hoke Communications, Inc.
Volume: v28Issue: n4Page: p24(4)

Article Type: Cover Story

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This digital document is an article from Franchising World, published by International Franchise Association on October 1, 2001. The length of the article is 929 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Get ready. Set. Train! Career trainer Bob Theisen shares his ideas on how to initiate and manage a quality training program. (Success Through Education And Training)(Cover Story).(Brief Article)
Author: Janet Nelson
Publication: Franchising World (Magazine/Journal)
Date: October 1, 2001
Publisher: International Franchise Association
Volume: 33Issue: 7Page: 20(2)

Article Type: Brief Article

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The Internet has revolutionized both the delivery and the dynamics of public relations messages. This technique-based book reveals how anyone, from business owners to PR practitioners, can use online media to dramatically improve the performance of PR initiatives, with hundreds of guidelines for delivering memorable messages taking advantage of the unique, interactive strengths of the Internet.

Updating its seminal first edition, Public Relations on the Net features strategies and tactics that show how to use the latest technologies and techniques to tap into and use the power of the Internet's networked communities. The book provides:

* PR applications of e-mail, the Web, and online communities* Techniques for integrating the Internet with traditional communications tools* Case studies to use as benchmarks for online PR efforts* And much more. ... Read more

Customer Reviews (11)

Outdated
Because the book is so old, its content is outdated and of almost no value.
This is not the fault of the author, but merely a reflection of the publication
date: 1999.

The best PR is two-way and symmetrical
I had the good fortune to learn the art and science of public relations in a large organization (a trade association for a financial services provider). We had a ten-person PR team, each with a specialty.

This was the 1980s and we used "one-to-many communications." Now I'm having to un-learn that. As part of my re-education as a PR practitioner I read "Public Relations on the Net." Shel Holtz wrote it to help communicators like myself and our organizations figure out how to achieve measurable business results by using the Internet to communicate.

In addition to its value as a guide to strategically incorporating new media into a PR program, I recommend this book as a reminder of what the public relations field is all about - or is supposed to be.

One point Holtz keeps emphasizing is that the best public relations efforts are two-way and symmetrical - they afford both the company and the strategic audience equal opportunities to participate in the discussion and, even more important, equal opportunities to achieve their objectives.

As a whole, PR practitioners like myself have work to do in terms of using new communications media. The public often does a better job of online public relations than the professionals themselves, Holtz says, citing examples of activist groups and other passionate people who do a better job of understanding the Internet's networked nature and using it to their advantage.

To effectively employ a medium as part of a communication strategy communicators must be intimately familiar with the medium. Holtz says to become better at online public relations, communicators must spend time online. PR practitioners should be the "eyes and ears" of the organization online, monitoring constituent content, extracting value from that content, and providing intelligence based on that content, which our organization can use to make strategic business decisions.

EducationPR http://pbaker.wordpress.com

Good overall introductory book!
This is a good introductory book for Public Relations as well as Marketing professionals.The world of Internet communication is a fairly huge topic and can be very overwhelming to the uninitiated.In my Internet communication consulting as the TMA Guild (tmaguild.com), I continually come across a vast number of professionals with extensive talent and experience that are struggle over how to integrate Internet more into their strategic plan.Shel Hotlz's book gives these people a good framework to start from for what can be done and why for both offensive and defensive strategies.I believe this book is good in that it identifies Internet communication as having it's own strategic planning requirements and helps expand the perception of the Internet beyond a "tactic" among many other tactics. With that, this is not an exhaustive book of online tactics.But it does make my consulting easier when I have educated clients that know better what they are trying to do with the Internet.

The Communicator vs IT Staff?
Over all a good book. The author explains new concepts very clearly. I do have a comment about a dichotomy. The author seems to pigeon-hole people into two categories the Communicator and IT Staff. He neglects to mention the graphic artists, multimedia and web developers and programmers who play extremely important roles in public relations. He describes the Communicator stepping into the IT world or IT staff resolving to accomodate every beck and call of the Communicator. The fact that there are millions of people world-wide working in creative/technical fields dealing directly with public relations seems to evade the author completely.

Yet there is still a contradiction in the way the author describes IT Staffers as "the printers of the digital, network world" and in the way he describes multimedia as being so much more than print including audio, video and "all forms of interactivity". Do Communicators always have the technical know-how to produce multimedia projects and do IT staff always have the creativity and skills to design relevant communication tools? This is the question the author fails to address in his book.

But the book does address a great deal regarding Internet communication fundamentals so long as the reader recognizes the whole spectrum of industry professionals surrounding it.

Excellent on Fundamentals
Public Relations on the Net successfully covers all the basics that pr pros should already know.Neophytes would be well-advised to learn these basics.But, that is where Holtz stops.For learning more advanced methods about pr on the net, I found Guerrilla PR: Wired by Michael Levine to successfully handle the advanced techniques.Holtz's book is not without merit, but if you're in the industry, then it's highly unlikely you'll learn anything new here.Well-written, though. ... Read more

Product Description
This digital document is an article from Public Relations Quarterly, published by Public Relations Quarterly on December 22, 1996. The length of the article is 1089 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: The traditional approach to moving up the corporate hierarchy no longer applies in the dramatically transformed business environment. As companies strive to improve their competitiveness in the global marketplace, organizations have become flatter, lifetime employment and corporate security blankets have disappeared, and pressure to get things done faster with less resources have increased considerably. In this environment, communications and public relations practitioners can achieve success by taking complete control of their own careers. These professionals must empower themselves instead of waiting to be told what to do. It is not enough to appear busy, but they must be able to prove their value to their companies by contributing to bottomline results and profits.

Citation Details
Title: New approach to moving up the corporate ladder.
Author: G.A. Marken
Publication: Public Relations Quarterly (Magazine/Journal)
Date: December 22, 1996
Publisher: Public Relations Quarterly
Volume: v41Issue: n4Page: p47(2)

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You are attracted to a career in Marketing or in Public Relations, but wonder how to: - understand the range of jobs within the industry - how to stand out from the crowd. From Accountant and Advertising Account Executive to Viral Marketer and Webmaster, Annie Gurton explains every role in the business, together with many more in related industries. Complete with factual information on such vital matters as salaries and hours of work together with full explanations of the jargon used in business, this book provides a full explanation of the skills required and the steps to take to succeed in a highly competitive industry. ... Read more

Product Description
Among the many lessons unraveled after the dot.com bust is the importance to speak with one voice in all communications.That integration means convergence.Written for practitioners from the executive level to the operational level, The New Marketing Conversation:Creating and Strengthening Relationships Between Buyers and Sellers helps readers improve their ability to develop and execute creative strategy that integrates online and offline media - from short -and long-form print to video and electronic.This cutting-edge book presents convergence in the broader marketing context but also emphasizes principles related to direct marketing.Creative strategy is a direct - and critical - extension of overall business and marketing strategy and branding.Baier-Stein/MacAaron deliver tools and strategies valuable to professionals from all areas of marketing communications, as well as general, executive-level management. ... Read more

Customer Reviews (2)

Engaging Dialogue with your consumer
To succeed in today's market, one needs to be able to engage their customer each and every time. The New Marketing Conversation is a great resource to help better connect and sustain customer relationships no matter the type of media outlet one is using. I highly recommend purchasing The New Marketing Conversation : Creating and Strengthening Relationships Between Buyers and Sellers by Stein and MacAaron.

A Comprehensive Model for Marketing in the New Millennium
Whether you're just starting out in the industry or have 20 years of experience behind you, if you want to know how to communicate with consumers today, you'll want to own a copy of The New Marketing Conversation.A comprehensive model for marketing in the new millennium, it's full of practical, proven examples of not just how to reach your customers and prospects, but how to use all forms of media to build long-lasting, mutually-beneficial relationships with them.As soon as you've finished reading it, you'll find yourself talking about The New Marketing Conversation by Donna Baier-Stein and Alexandra MacAaron.
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Product Description
Regardless of the industry they are in, small business owners need to attract new business. 90 Days to Success Marketing and Advertising Your Small Business is designed to educate small business owners on the various forms of advertising that are available today, help them identify which forms are appropriate for their business and customer base, and how to develop marketing and advertising strategies with quantifiable (and highly profitable!) results. The book will provide a blueprint for a successful, fiscally-sound marketing and advertising campaign that will yield profitable results for any small business within just 90 days. ... Read more

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Two-thirds of Americans report having greater trust in companies aligned with a social issue.

Cause-related marketing programs not only enhance a company’s image but also increase employee satisfaction. Ninety percent of employees in companies with such programs report feeling proud of their company. Cause Marketing will show all businesses, regardless of size, how to work with a socially responsible organization, cause, or event to increase brand equity and consumer and employee loyalty, to differentiate their brands from competition, and to boost profits.

Author Joe Marconi has created the most comprehensive book on this timely subject. Explaining how to implement a cause marketing program, he joins with the organization Business for Social Responsibility (BSR) and discusses never-before-published case studies, such as Mattel, Eddie Bauer, General Mills, and Starbucks. BSR is a global resource for companies seeking to sustain their commercial success in ways that demonstrate respect for ethical values, people, communities, and the environment.

Cause Marketing draws important distinctions between a business embracing a cause and the broader issues relating to social responsibility. The book also presents:

• Guidelines for, and examples of, individuals and companies aligning themselves with causes that advance their business interests and promote public welfare

• Damage control scenarios and how to respond when a cause with which a company is associated is the subject of scandal or negative publicity

• When and how local, national, or international causes work to the subject’s advantage

By focusing on an umbrella-marketing plan, Marconi outlines what a commitment to socially responsible business and marketing can mean in terms of a company’s image, reputation, market share, and profitability. ... Read more

Customer Reviews (2)

Packed With Knowledge!
Your company's a success, thank you, and now you want to give something back. What should you do? Write a check? Start a foundation? Joe Marconi explains that cause marketing is all this and more. In cause marketing, you identify how your company can best make a contribution while leveraging its good deeds to improve business. This makes sense: people like to buy from companies that care. But it's not as easy as it sounds. How do you choose the right partner (or do you want a partner at all) and design a program? What are the potential pitfalls? Marconi's book is a primer, complete with ample real-world examples, on the principles of cause marketing, with insight on the challenge of taking credit without appearing phony or selfish. Although it is more rhetorical than practical, we recommend this book to senior executives who want to learn about the benefits - and drawbacks - of cause marketing.

The ROI of Social Responsibility
Marconi has made a valuable contribution to the on-going dialogue about marketing by explaining how to "build image and bottom line through socially responsible partnerships, programs, and events." Presumably he agrees with John Hill that PR is "truth well-told." The most effective marketing programs, those which create or increase demand, include PR initiatives. As we all know, there are negative connotations of PR because it is not always truthful even if well-told. Marconi notes that "there has been a dramatic increase in the allocation of funds from marketing budgets that provide some benefit to nonprofit organizations. The expenditure of these funds to serve the interests of both the company and the community has come to be known as [in italics] cause marketing." The one-year anniversary of 9/11 caused major corporations and their agencies to question whether or not to advertise on that tragic date. Their concern was that any advertising, however thoughtful and sensitive, could be perceived as self-serving. That is a legitimate concern. In Chapter 5, Marconi cites six examples of "self-serving and opportunistic" initiatives during a national period of sadness following 9/11. Here's one: "Morrell & Company announced in a full-page ad that it would hold a `Grapes of Grief and Gratitude' benefit wine auction for families of the New York firefighters, police, and emergency response professionals." This is cause marketing at its worst.

Marconi also includes many examples of cause marketing at its best. That is to say, marketing which establishes contact with those who buy and use their products and services or support their issues and will feel better for doing so. "Cause marketing seeks to take the process even further when the marketer for a company (1) identifies a cause that the company can embrace and believe in, and (2) makes a connection with the constituent group that shares the company's dedication to that cause." What we have here, then, is a cohesive and comprehensive explanation of how to plan and then implement "cause marketing" at its best. Eminently worthwhile organizations receive at least some of the support they urgently need; those who provide that support, who demonstrate corporate social responsibility with active community involvement,generally "do well by doing good."

But here's a key point: Unless such support and involvement are -- and are perceived to be -- both appropriate and authentic (i.e. sincere), they invariably do irreparable damage to an organization's credibility. Marconi explains this point while examining a number of case studies of both effective and counter-productive cause marketing. All things considered, people generally prefer to do business with those with whom they share the same values and, better yet, with whom they share the same loyalties. It is obvious to his reader that Marconi cares deeply about corporate social responsibility and active community involvement. It would be a mistake, however, to assume that they should be primarily assumed by major corporations. Where I live, independent merchants generously support fundraising activities by local schools, athletic teams, and churches of all denominations. Their contributions are both monetary and non-monetary, donated because they want to be "good citizens," joining with others in the support of worthwhile causes. Of course, some of this "good will" results in additional business but that is not the merchants' motive.

In the final chapter of this book, Marconi reviews the rules, reasons, and rewards of cause marketing. They provide wise and practical guidance to any organization or individual either involved in "cause marketing" now or considering it. Once having read the book, I again reflected on the groundswell of responses to the tragedies which occurred on 9/11/01. Marconi suggests (and I agree) that principled cause marketing doesn't wait for "the next dark day" to fulfill itself. Rather, it should be an on-going process which responds to or creates opportunities to "make a difference," indeed to make a significant difference and for the better. Its ROI cannot easily be measured in terms of sales and profits. Those involved in cause marketing worthy of the name appreciate how important it is and know that its value to society is incalculable. ... Read more

Product Description
This digital document is an article from Franchising World, published by Thomson Gale on September 1, 2006. The length of the article is 2014 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Principle #7: great leaders nurture leaders: the principle you dare not ignore if you want to succeed.(FRANCHISE RELATIONS PAY DIVIDENDS)
Author: Paul Hogan
Publication: Franchising World (Magazine/Journal)
Date: September 1, 2006
Publisher: Thomson Gale
Volume: 38Issue: 9Page: 23(3)

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1. Develop a marketing network with complimentary businesses. Working with other vendors and linking to each other’s websites is a very useful way to get your name out there. You provide a link on your website - which directs your web visitors to another website - while the sites you have partnered with do the same for you. This will increase your traffic as well as give you a chance to network with people who have similar interests. And, having relevant links on your website to related companies, and links from their site to yours, gives you a higher importance in the eyes of the search engines.

2. Recycle your publicity. Whenever you get a mention in the media, get some extra mileage out of it by recycling it in your advertising. You can use it on your website, as part of your email signature, in your forum signature or even as a jumping off point to get additional media exposure. For example, you could send a copy to a reporter at a different media outlet with notes on how you could offer them a different angle. All of these things will make you look more legitimate and trustworthy to potential customers.
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Product Description
This book focuses on the history and development of outdoor advertising since the beginning of the nineteenth century. The author examines the rise of ‘commercial art’, the development of advertising as a discipline and an industry and the role it plays in modern life, also making direct reference to examples of successful advertising campaigns. Specific chapters feature such diverse subjects as: the ‘rules’ of the poster and the demands of outdoors; the development of a brand identity; the relationship of text and image; the case for wit and humour; and the future of the poster in multimedia campaigns. ... Read more

Product Description
This digital document is an article from Fund Raising Management, published by Hoke Communications, Inc. on August 1, 2001. The length of the article is 2593 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Are You Running Out Of Time?(time management advice)
Author: Bill J. Harrison
Publication: Fund Raising Management (Magazine/Journal)
Date: August 1, 2001
Publisher: Hoke Communications, Inc.
Volume: 32Issue: 6Page: 37

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This digital document is an article from Fund Raising Management, published by Hoke Communications, Inc. on April 1, 2000. The length of the article is 2259 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: The Power of the Development Professional.
Author: Bill J. Harrison
Publication: Fund Raising Management (Magazine/Journal)
Date: April 1, 2000
Publisher: Hoke Communications, Inc.
Volume: 30Issue: 14Page: 20

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Product Description
This digital document is an article from Fund Raising Management, published by Hoke Communications, Inc. on March 1, 2001. The length of the article is 1356 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Resumes: How to help employers see if you have what they are looking for.
Author: Ellen Bodow
Publication: Fund Raising Management (Magazine/Journal)
Date: March 1, 2001
Publisher: Hoke Communications, Inc.
Volume: 32Issue: 1Page: 26

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Product Description
This digital document is an article from Franchising World, published by Thomson Gale on May 1, 2007. The length of the article is 752 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Franchise seminars to reach women, minorities and veterans.(FOCUS: MINORITY OUTREACH)
Author: Miriam L. Brewer
Publication: Franchising World (Magazine/Journal)
Date: May 1, 2007
Publisher: Thomson Gale
Volume: 39Issue: 5Page: 63(2)

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This digital document is an article from Fund Raising Management, published by Hoke Communications, Inc. on August 1, 1998. The length of the article is 1352 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: Initiative is a vital component of leadership since it is the main requirement of success possessed by outstanding achievers. Most people in organizations are wary of initiatives because they are afraid of making changes and eroding their personal reputations. Robert Kelly, author of the book 'How to be a Star at Work,' mentioned four criteria required in taking an initiative. These are accepting responsibilities beyond what is expected, diligent planning of a project and assumption of personal risk in accepting new responsibilities.

Citation Details
Title: On initiative. (initiative in fund raising)(Column)
Author: Michael R. Maude
Publication: Fund Raising Management (Magazine/Journal)
Date: August 1, 1998
Publisher: Hoke Communications, Inc.
Volume: v29Issue: n6Page: p40(2)

Article Type: Column

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What is it like to work in advertising? What career paths are available?How do you get a job in an agency?

CLUELESS IN ADVERTISING is the first book with all the answers for students, jobseekers and new recruits. You will discover how advertising works, how ads are made, and how they are tested.Step behind the scenes in an advertising agency and find out all about the different jobs available in account management, creative and media.

Pick up tips on how to make the most of an interview, what you need to say and show, and how headhunters can help you. PLUS: there’s lots of advice from the world’s top names in advertising and a great selection of ads to inspire you.

This is the ONE book you need to get your career started! ... Read more

Customer Reviews (2)

Yet another spin to the clueless titles
Like a formulaic layout and writing style, Jim and company continues to write title after title to attempt to "dominate" bookstores, but sadly, the content is more form than function, and shows the hollowness of the content. Still, if you are a book designer, this serves as a good example of layouts.

Solid overview
A solid overview of the advertising industry. Gives some answers to questions students and people just getting into the business won;t find anywhere else. However, the book is pretty thin and small considering the price. ... Read more

Product Description
This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on September 1, 2004. The length of the article is 1783 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: You'll flip over this: this innovative tutoring approach for salespeople turns traditional training on its head by identifying areas for further personal study and improvement.(Sales Coaching)
Author: Tom Brown
Publication: Bank Marketing (Magazine/Journal)
Date: September 1, 2004
Publisher: Bank Marketing Assn.
Volume: 36Issue: 7Page: 24(5)

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