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Strategic Public Relations has been produced as a core book for what will become a series of second generation books treating public relations as a new, and separate discipline which has strategic implications for the whole business. Written primarily for senior executives and PR practitioners, Strategic Public Relations also serves students and young executives, covering such topics as: corporate goals and strategies; marketing communications; financial public relations; employee and local community relations; parliamentary and EU relations; building an international reputation; corporate...

Containing over 3,000 terms, this dictionary spans a range of modern marketing and associated terminology. It is intended for marketing professionals including marketing managers and directors, sales, marketing communications managers, specialists involved in purchasing, export and many other fields.