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Jingdong book

清华管理学系列英文版教材：公共关系实务（第10版）

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Jingdong book

清华管理学系列英文版教材：公共关系实务（第10版）

Name: 清华管理学系列英文版教材：公共关系实务（第10版）
Brand: Jingdong book
SKU: 3101005511
Price: 44.65 USD
Availability: OutOfStock

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《公共关系实务(第10版)》为了适应经济全球化的发展趋势，满足国内广大读者了解和学习国外先进管理经验和掌握经济理论的前沿动态，清华大学出版社与国外著名出版公司合作影印出版一系列英文版经济管理方面的图书。以便对我国经济管理专业的教学能有所促进。

Content Description

《公共关系实务(第10版)》作者是从业30余年的公共关系专家，曾在美国多所大学任教，积累了丰富的实践经验和教学经验。推出以后，已被美国百余所大学用作教材。《公共关系实务(第10版)》最大的特色是具有极强的实践性。作者以实际的案例贯穿全书，并注重其实效性、代表性，精心挑选了美国社会和商界近年来被广泛关注的事件，从公共关系的角度进行阐释。的另一个特色是组织结构生动活泼，易于调动学习兴趣。每一章作者都从有趣的事例着手引入正文，并在文中插入若干专栏，用来讲解相关的背景知识，展开讨论和推荐参考读物：作者在每章结束时除了提供案例研究外，还独具匠心地设置了一个采访美国著名职业经理人的栏目，使读者可以从中汲取有益的经验。此外，还根据时代发展趋势，加入了大量有关如何在网络环境下开展公关活动的内容。可供工商管理类专业学生使用，对于公司管理者也有很强的参考价值。

Author Description

弗雷泽·P.西泰尔， Fraser P.Seitel is a veteran of more than three decades in the practice of public relations. In 2000， PR Week magazine named Mr.Seitel one of the"100 Most Distinguished Public Relations Professionals of than 20th Century."
In 1992， after serving for a decade as senior vice president and director of public affairs for The Chase Manhattan Bank， Mr.Seitel formed Emerald Partners， a management and communications consultancy， and also became senior counselor at the worlds largest public affairs firm， Burson-Marsteller.

Catalogue

第1部分变革
第1章什么是公共关系
第2章公共关系的发展

第2部分准备/过程
第3章沟通
第4章舆论
第5章管理
第6章道德
第7章法律
第8章调研

第3部分公众
第9章文字媒体关系
第10章电子媒体关系
第11章雇员关系
第12章跨文化社区关系
第13章政府关系
第14章消费者关系
第15章国际关系

第4部分执行
第16章公关写作
第17章整合营销传播
第18章公共关系与因特网
第19章危机管理

Book Abstract

That is the question asked even by many of the 150,000 plus people in the United States and the thousands of others overseas who practice public relations.
In order to begin to understand what exactly “public relations” means today, lets begin with this man:
Michael Jackson faced a precarious challenge in the winter of 2005. Jury selection was about to begin in a case in which the quirky, bordering on otherworldly, pop icon was charged with molesting a child with whom he shared his California Neverland bed. The lurid accusations unfortunately seemed all too believable for the aging, eccentric pop star with the pretend face, peculiar mannerisms, and outlandish outfits. Jacksons challenge, in the face of jury selection and a judges order not to speak publicly about the case, was to convince people that he “wasnt all that odd after all.”
Few gave the gloved one much chance of achieving such a formidable objective. But achieve it he did: through a master stroke of inspired public relations.

Introduction

世纪之交，中国与世界的发展呈现最显著的两大趋势：去以网络为代表的信息技术的突飞猛进，以及经济全球化的激烈挑战。无论是无远弗界的因特网，还是日益密切的政治、经济、文化等方面的国际合作，都标示着21世纪的中国是一个更加开放的中国，也面临着一个更加开放的世界。
教育，特别是管理教育总是扮演着学习与合作的先行者的角色。改革开放以来，尤其是20世纪90年代之后，为了探寻中国国情与国际上一切优秀的管理教育思想、方法和手段的完美结合，为了更好地培养高层次的“面向国际市场竞争、具备国际经营头脑”的管理者，我国的教育机构与美国、欧洲、澳洲以及亚洲一些国家和地区的大量的著名管理学院和顶尖跨国企业建立了长期密切的合作关系。以清华大学经济管理学院为例，2000年，学院顾问委员会成立，并于10月举行了第一次会议，2001年4月又举行了第二次会议。这个顾问委员会包括了世界上最大的一些跨国公司和中国几家顶尖企业的最高领导人，其阵容之大、层次之高，超过了世界上任何一所商学院。

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