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The Handbook of Strategic Public Relations and Integrated Marketing Communications by Clarke Caywood

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CONTENTS

Acknowledgments

Clarke L. Caywood, Ph.D., Professor, Northwestern University

Foreword

Al Golin, Chairman and Founder, GolinHarris

PART 1 INTRODUCTION TO PUBLIC RELATIONS AND INTEGRATED MARKETING COMMUNICATIONS

Chapter 1Twenty-First Century Public Relations: The Strategic Stages of Integrated Marketing Communications

Clarke L. Caywood, Ph.D., Professor, Northwestern University

Chapter 2Communications Research: Foundational Methods

Anders Gronstedt, Ph.D., Chief Executive Officer, The Gronstedt Group Clarke L. Caywood, Ph.D., Professor, Northwestern University

Chapter 3Communications Research: Dynamic Digital Methods

Clarke L. Caywood, Ph.D., Professor, Northwestern University

Chapter 4Public Relations Law

Karla K. Gower, Ph.D., Professor, ...

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