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ویرایش:
نویسندگان: Penny Norton
سری:
ISBN (شابک) : 9780367257163, 9780429289361
ناشر:
سال نشر:
تعداد صفحات: 229
زبان: English
فرمت فایل : PDF (درصورت درخواست کاربر به PDF، EPUB یا AZW3 تبدیل می شود)
حجم فایل: 26 مگابایت
در صورت تبدیل فایل کتاب Promoting Property: Insight, Experience and Best Practice به فرمت های PDF، EPUB، AZW3، MOBI و یا DJVU می توانید به پشتیبان اطلاع دهید تا فایل مورد نظر را تبدیل نمایند.
توجه داشته باشید کتاب ارتقای اموال: بینش، تجربه و بهترین عملکرد نسخه زبان اصلی می باشد و کتاب ترجمه شده به فارسی نمی باشد. وبسایت اینترنشنال لایبرری ارائه دهنده کتاب های زبان اصلی می باشد و هیچ گونه کتاب ترجمه شده یا نوشته شده به فارسی را ارائه نمی دهد.
Cover Half title Title Page Copyright Page Table of Contents List of Contributors Foreword: a strategic approach to property PR Preface Acknowledgements 1 Introduction Property: an extensive and varied industry Change and challenge Changing communications Structuring property communications The need for a strategic approach Notes 2 Promoting large-scale mixed-use schemes: building a story for new communities Introduction The context and purpose of PR Mind the gap: key challenges and how to overcome them Managing relationships: stakeholder engagement Reputation matters: stakeholders and issues management What does success look like? Measurement and evaluation Conclusion Notes 3 Promoting commercial real estate: influence and innovation Innovation in commercial real estate Marcomms and real estate: an integrated approach The expansion of the communications role Conclusion Notes 4 Promoting homebuilding: positive communication in delivering new homes Introduction National context framing local strategies Strategic approach: setting the scene, localising the message Communication tools and tactics The future of homebuilding communications Notes 5 Promoting housing associations: creating a community The social housing context Strategy Informing the strategy Messaging People Tactics Mitigating risk Creative content Measurement Resources Conclusion Notes 6 Promoting local authorities as developers: from functional to aspirational Setting the scene: a brief history of local authority housing Flat packed homes Learning a foreign language Communicating in an increasingly diverse sector The ‘silver tsunami’ Conclusion Notes 7 Promoting student housing: maintaining value and predicting the future Introduction Communications considerations Developing communications strategies The future Notes 8 Promoting high-end property: where less is more – the art of communication at the top end of the market Setting the scene Communication tactics Agreeing the strategy An integrated approach Choosing focus territories Keeping the story fresh Key messages Creativity: a focus on design Research Brand collaborations Evaluation Conclusion Notes 9 Promoting interior design: visual creativity and online media – a PR match made in heaven Introduction The interior design market and PR requirements Traditional media versus social media Digital routes to publicity Traditional routes to publicity Maximising the value of art Traditional marketing tools Conclusion Notes 10 Promoting estate agency: expert insight Introduction A personal perspective What’s the point? Media experiences, good and bad The media landscape Timing and content A joined-up approach Creative thinking Conclusion Notes 11 Promoting B2C proptech: the role of PR in building a proptech business in estate agency The need for change The arrival of the online agent A missed opportunity? The launch of Viewber Getting the message out Successful media relations Putting a value on expertise Notes 12 Promoting B2B proptech: an online revolution in the private rental sector Introduction Using content to create opportunity The power of collaboration How technology is disrupting property processes Conclusion Notes 13 Promoting property consultancies: capitalising on change A strategic approach Selling a service The changing role of the property professional The move online The content explosion Research: the core PR tool PR protocol in a fast-paced media environment Change in the property media The role of creativity Conclusion Notes 14 Conclusion: the future of promoting property The importance of property communications A sector impacted by complex issues Looking ahead Notes Glossary Further reading Index