Online Public Relations

Se a base das Relações Públicas é manutenção de uma boa imagem da organização através da informação veiculada quer para o exterior, quer internamente, a Internet facilita este processo uma vez que tem acesso a uma grande quantidade de líderes de opinião. Para além disso, os comunicados de imprensa passaram também a ser enviados via e-mail, melhorando significativamente a circulação da informação e diminuindo os custos de comunicação. 

 

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  • Frank, T. (1997) The Conquest of Cool: Business Culture, Counterculture, and the Rise of Hip Consumerism, Chicago: University of Chicago Press
  • Garsten, C. and Hasselström, A. (2004) ‘Homo mercans and the fashioning of markets’, in C. Garsten and M. L. de Montoya (eds), Market Matters: Exploring Cultural Processes in the Global Marketplace, New York: Palgrave Macmillan
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  • McCracken, G. (2005) Culture and Consumption II: Markets, Meaning, and Brand Management, Bloomington and Indianapolis IN: Indiana University Press
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  • Bayler, Michael, and David Stoughton. Promiscuous Customers: Invisible Brands; Delivering Value in Digital Markets. Oxford, England: Capstone, 2002.
  • Beckwith, Harry. Selling the Invisible: A Field Guide to Modern Marketing. New York: Warner Books, 1997.
  • Bedbury, Scott, with Stephen Fenichell. A New Brand World, 8 Principles for Achieving Brand Leadership in the 21st Century. New York: Viking, 2002.
  • Clancy, Kevin J., and Peter C. Krieg. Counter-Intuitive Marketing: Achieve Great Results Using Uncommon Sense. New York: Free Press, 2000.
  • D'Alessandro, David F., with Michele Owens. Brand Warfare: 10 Rules for Building the Killer Brand. New York: McGraw Hill, 2001.
  • Davis, Scott M. Brand Asset Management: Driving Profitable Growth through Your Brands. San Francisco: Jossey-Bass, 2000.
  • Davis, Scott M., and Michael Dunn. Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth. New York: John Wiley, 2002.
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  • DeChernatony, Leslie, and Malcolm McDonald. Creating Powerful Brands, 3rd ed. London: Butterworth-Heinemann, 2003.
  • Dru, Jean-Marie. Beyond Disruption: Changing the Rules in the Marketplace. New York: John Wiley, An Adweek Book, 2002.
  • Dunmore, Michael. Inside-Out Marketing: How to Create an Internal Marketing Strategy. London: Kogan Page, 2002.
  • Gilmore, Fiona. Warriors on the High Wire: The Balancing Act of Brand Leadership in the 21st Century. London: Profile Books, 2003.
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  • Gobe, Marc. Emotional Branding: The New Paradigm for Connecting Brands to People. New York: Allworth Press, 2001.
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  • Ind, Nicholas, ed. Beyond Branding. London: Kogan Page, 2003.
  • Ind, Nicholas. Living the Brand: How to Transform Every Member of Your Organization into a Brand Champion. London: Kogan Page, 2001.
  • Kapferer, Jean-Noel. (Re)inventing the Brand: Can Top Brands Survive the New Market Realities? London: Kogan Page, 2001.
  • Kaplan, Robert S., and David P. Norton. The Strategy-Focused Organization: How Balanced Scorecard Companies Thrive in the New Business Environment. Cambridge, Mass.: Harvard Business School Press, 2001.
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  • Knapp, Duane E. The Brand Mindset. New York: McGraw Hill, 2000.
  • Koehn, Nancy F. Brand New: How Entrepreneurs Earned Consumers' Trust from Wedgwood to Dell. Cambridge, Mass.: Harvard Business School Press, 2001.
  • LePla, F. Joseph,Susan V. Davis, and Lynn M. Parker. Brand Driven: The Route to Integrated Branding through Great Leadership. London: Kogan Page, 2003.
  • LePla, F. Joseph, and Lynn M. Parker. Integrated Branding: Becoming Brand-Driven through Companywide Action. London: Quorum Books, 1995.
  • Milligan, Andy, and Shaun Smith, eds. Uncommon Practice: People Who Deliver a Great Brand Experience. London: Pearson Education Limited, 2002.
  • Perry, Alycia, with David Wisnom. Before the Brand: Creating the Unique DNA of an Enduring Brand Identity. London: McGraw-Hill, 2003.
  • Pine, B. Joseph, and James H. Gilmore. The Experience Economy: Work Is Theatre and Every Business a Stage. Boston: Harvard Business School Press, 1999.
  • Pringle, Hamish, and William Gordon. Brand Manners: How to Create the Self-Organisation to Live the Brand. West Sussex, England: John Wiley, 1998.
  • Ries, Al, and Laura Ries. The 11 Immutable Laws of Internet Branding. New York: Harper Business, 2000.
  • Ries, Al, and Jack Trout. Positioning the Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace. New York: McGraw Hill, 1986.
  • Ries, Al, and Jack Trout. The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk. New York: Harper Business, 1994.
  • Rust, Roland T.,Valarie A. Zeithaml, and Katherine N. Lemon. Driving Customer Equity: How Customer Lifetime Value Is Reshaping Corporate Strategy. New York: Free Press, 2000.
  • Schmitt, Bernd H. Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers. New York: John Wiley & Sons, Inc., 2003.
  • Smith, Shaun, and Joe Wheeler. Managing the Customer Experience: Turning Customers into Advocates. London: Prentice Hall, 2002.
  • Temporal, Paul. Branding in Asia: The Creation, Development and Management of Asian Brands for the Gobal Market. Singapore: John Wiley, 2002.
  • Underhill, Paco. Why We Buy: The Science of Shopping. New York: Simon & Schuster, 1999.
  • Upshaw, Lynn B. Building Brand Identity: A Strategy for Success in a Hostile Marketplace. New York: John Wiley, 1995.
  • Wilson, Jerry R. Wrd-of-Mouth Marketing. New York: John Wiley, 1994.
  • Zyman, Sergio. The End of Marketing as We Know It. New York: Harper Business, 1999.