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Positioning Theory and Strategic Communication
ISBN/GTIN

Positioning Theory and Strategic Communication

A new approach to public relations research and practice
BookHardcover
Ranking183593inWirtschaft
CHF286.00

Description

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.
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Details

ISBN/GTIN978-0-415-53263-1
Product TypeBook
BindingHardcover
Publication countryUnited Kingdom
Publishing date06/06/2014
Edition1. A.
SeriesRoutledge New Directions in PR & Communication Research
Pages242 pages
LanguageEnglish
SizeWidth 156 mm, Height 234 mm, Thickness 20 mm
Weight610 g
IllustrationsFarb., s/w. Abb.
Article no.16933851
CatalogsBuchzentrum
Data source no.17388943
Product groupWirtschaft
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Series

Author

Melanie James is senior lecturer in communication at the University of Newcastle, Australia. She is a national award-winning practitioner, having held senior roles in public relations and marketing communication. She has published in public relations journals and authored Australia's first public relations careers book.