by Ben Fischer (Editor)

Marketing is one of the primary aspects of business management. It is intended to create a new customer base as well as retain and satisfy it. It includes advertising, distribution and selling. Public relations refer to the management of the spread of information between an organization and the public. It maintains and establishes relationships between the organization, the target audience and the media. Writing news releases, designing communications campaigns, working with the press, writing speeches and arranging interviews are all functional areas of public relations. This textbook aims to shed light on some of the unexplored aspects of marketing and public relations. Also included is a detailed explanation of the various concepts, principles and methodologies intrinsic to these fields. It will prove to be a complete reference guide to managers in all professional domains.