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"The second edition of the Handbook of Strategic Public Relations and Integrated Marketing Communicationsis very impressive in its coverage of trends, tools, industries, and challenges. Every marketer needs to have a copy." Philip Kotler, Kellogg School of Management, Northwestern University, author of Marketing 3.0M "The massively updated Handbook of Strategic Public Relations and Integrated Marketing Communicationsis the go to source for an overview of the fast changing field of PR and the central role it plays in marketing. An easy to read melange of case studies from a wide variety of industries, commentaries on trends in the field, and insights on the links between theory and practice, it guides the reader through an increasingly complexand ubiquitousdiscipline." Jerry Swerling, Professor and Director of Public Relations Studies, and Director of Strategic Communication, PR Center, Annenberg School for Communication and Journalism, University of Southern California "The Handbookis a fresh look at strategic public relations with great insights from top public relations professionals. Invaluable advice and a must read for all PR practitioners." Jane Ostrander, Vice President, Global Communications, Tenneco "Few writers, and even fewer thinkers, in the world of public relations have the breadth and depth of experience shown by Clarke Caywood. The Second Edition of his Handbook of Strategic Public Relationsdemonstrates that range of experience in exquisite detail. Assembled here you'll find the finest minds and biggest names in the profession. No PR practitioner or student of the art can afford to be without this superb collection." James S. O''Rourke, IV, Ph.D., Teaching Professor of Management, Mendoza College of Business, University of Notre Dame "A must-read that gives an ever greater importance to the human person as a stakeholder, and the object for which an organization is driven to do good, as a cornerstone for profitability." Jerry G. Kliatchko, Ph.D., Dean, School of Communication, University of Asia and the Pacific (UA&P), Manila, Philippines "How can companies survive in the era of global competition? This book offers valuable clues from the perspective of managing a successful relationship with its stakeholders." Kimihiko Kondo, Dean and Professor of Marketing, Graduate School of Business, Otaru University of Commerce, Otaru, Hokkaido, Japan "Caywood's stakeholder approach distinguishes PR from other management fields. His book fully covers the stakeholder challenge across industries." Debbie Treise, Ph.D., Professor/Associate Dean Graduate Studies, College of Journalism and Communications, University of Florida "This second edition will certainly provide readers with an advanced understanding of public relations in a rapidly changing IMC environment." Dean M Krugman, Professor Emeritus, Department of Advertising and Public Relations, University of Georgia "Clarke Caywood''s PR Handbook provides invaluable counsel on every major issue facing today''s public relations practitioner. Non-PR executives also will gain important communication insights from 70 of the greatest minds in public relations." Ron Culp, Public Relations Consultant and Director, MA Program in Public Relations and Advertising, DePaul University "In this 21st Century age of Integrated Marketing Communications, Dr. Clarke Caywood has compiled the blueprint on how to approach Public Relations in these contemporary times." J.P. James, Senior Partner, Engagement Marketing, MEC & Assistant Adjunct Professor, CUNY Hunter College and New York University "Our function's number-one objective is develop and successfully execute communications strategies that help our companies and organizations win in the marketplace, and Clarke Caywood's Handbook of Strategic Public Relations and Integrated Marketing Communicationsprovides students of our profession the best in real-world thinking and successful execution." Jim Spangler, Vice President, Chief Communications Officer, Navistar, Inc.