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Marketing and Public Relations  

An introductory guide to resources on Marketing and Public Relations.
Last Updated: Jul 28, 2013 URL: http://libguides.bhtafe.edu.au/marketing Print Guide RSS Updates

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Welcome to the Business - Marketing & Public Relations LibGuide

Welcome to the Box Hill Institute guide to studying Marketing and Public Relations. These resources support the courses that are currently taught at BHI.  

Staff and students at Box Hill Institute are welcome to contact me about any aspect of the library services and resources. I am based at the Elgar Campus Library so feel free to drop by, call or email.

 

New Marketing and Public Relations Books and DVDs

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International retail marketing : a case study approach - Grete Birtwistle
Call Number: 658.84 INT
ISBN: 0750657480
This book combines a broad thematic overview of the key issues concerning international retail marketing with a series of cases and examples of industry practice from markedly different sectors as fashion, food and healthcare. The authors provide an outline of the fundamentals of the subject, such as trends in retail marketing, strategy and logistics, and buying and merchandise management.

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Principles of internet marketing: new tools and methods for Web developers - Jason I. Miletsky
Call Number: 658.872 MIL
ISBN: 1423903196
This book teaches the importance of the brand and how that relates to website development, the reasons sites are developed, how they build an audience, and how companies use the Web to earn revenue and build recognition among their desired market. It includes strategies used to drive traffic to a site and the tools that are available to keep audiences coming back (with a focus on social media tools.)

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Principles of marketing - 13th ed. - Philip Kotler
Call Number: 658.8 KOT
ISBN: 0137006691
The thirteenth edition of Principles of Marketing develops a customer-value and customer-relationships framework. It builds on five themes: 1. Creating value for customers in order to capture value from customers in return, 2. Building and managing strong, value-creating brands, 3. Measuring and managing return on marketing, 4. Harnessing new marketing technologies, 5. Sustainable marketing around the globe.

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Public relations writing : the essentials of style and format - Thomas H Bivins
Call Number: 808.066659 BIV
ISBN: 0072882565
This text is designed to equip students with the skills for developing and writing public relations materials, covering news releases, backgrounders, newsletter and magazine articles, brochures, print advertising copy, and broadcast scripts. Recent technological changes are also covered to give students an understanding of how technology impacts the public relations industry.

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Rethinking public relations: PR propaganda and democracy - Kevin Moloney
Call Number: 659.2 MOL
ISBN: 0415370620
This book tackles topical issues such as PR as a form of propaganda which flourishes in a democracy; the connections between PR and journalism; and the media, promotions culture and persuasion. It explores the most important relationship PR has - the connection with democracy - and asks what benefits or costs it brings to politics, markets and the media.

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Strategic writing : multimedia writing for public relations, advertising, sales and marketing, and business communication - Charles Marsh
Call Number: 808.06665 MAR
ISBN: 0205405738
This book emphasises the strategic, goal-oriented mission of good media writing, with instructions for nearly 40 types of writing documents. This multimedia, multidisciplinary text covers writing for public relations, advertising, sales and marketing, and business communication.

Marketing research and segmentation [videorecording]
Call Number: VC 658.83 MAR
Why do businesses use market research and segmentation and what does that mean? What are the benefits they bring to your business success and what are the difficulties involved in implementing these strategies? This informative program provides clear explanations of marketing research and segmentation, quantitative and qualitative research, and highlights the importance of sampling techniques and effective questionnaire design. Viewers will also get an insight into how demographic, geographic and psychographic approaches to segmenting the market can affect a marketing campaigns success, as well as niche marketing for a target customer.

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International marketing : an Asia-Pacific perspective 4th ed. - Richard Fletcher and Linden Brown
Call Number: 658.84 FLE
ISBN: 0733992374
A comprehensive text, developed by Australian authors, to reflect the needs of marketers and managers in the Asia Pacific region, as this is the major focus of their international business activities.

© Box Hill Institute RTO: 4687 CRICOS: 02411J
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