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PREVIEW TEAMING PUBLIC RELATIONS WITH MARKETING Promoting the Use of Unseen Technology Using Current Events to Reshape Attitudes Increasing Awareness of the Product’s Benefits THE STARTING POINT APPLYING PUBLIC RELATIONS TECHNIQUES TO MARKETING Product and Service Design Distribution Communication Your CEO as the Marketing Spokesperson Guerrilla Tactics Integrating Disciplines CONSUMER RELATIONS BRIDGES THE CORPORATION AND THE CONSUMER The Challenges of Consumer Relations Know Your Customer PUBLIC RELATIONS AND CONSUMER AFFAIRS Consumer Information and Education Generally Satisfied, But Not Always Served Unfair and Deceptive Advertising Handling Consumer Complaints Integrating the “Click” with the “Brick” The Corporate Liaison SUMMARY |