เช งอรรถ บทท 1 PR
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1 เช งอรรถ บทท 1 1. Freitag, A.R. (1998). PR Planning Primer: Bite-sized morsels make it simple. Public Relations Quarterly. 43(1), Lawson, R. (2006). The PR Buzz Factor: How using public relations can boost your business. Thomson-Shore, Inc. p Grunig, J. E. and Hunt, T. (1984). Managing Public Relations. Holt, Rinehart & Winston. p Cutlip, S. M. and Center, A. (1978). Effective Public Relations. (Fifth edition). Prentice-Hall, Inc. p Wilcox, D.L., Cameron, G.T., Ault, P.H. & Agee, W.K. (2003). Public Relations Strategies and Tactics. (Seventh Edition). Pearson Education, Inc. p Jefkins, F. (1985). Effective PR Planning. (Second edition). Foto Direct Limited. p Wilcox, D.L., Cameron, G.T., Ault, P.H. & Agee, W.K. (2003). p Simon, R. (1980). Public Relations: Concepts and practices. (Second edition). Grid Publication, Inc. p Guth, D.W. & Marsh, C. (2003). Public Relations: A values-driven approach. (Second Edition). Pearson Education, Inc. p Wilcox, D.L., Cameron, G.T., Ault, P.H. & Agee, W.K. (2003). p Weiner, M. (2006). p Wilcox, D.L., Cameron, G.T., Ault, P.H. & Agee, W.K. (2003). p Griffin, R.W. & Pustay, M.W. (1998). International Business: A managerial perspective. (Second Edition). Prentice-hall, Inc., p Weiner, M. (2006). Unleashing the power of PR: a contrarian s guide to marketing and communication. Jossey-Bass. p Ibid. p Wilcox, D.L., Cameron, G.T., Ault, P.H. & Agee, W.K. (2003). p Hill, C.W.L. and Jones, G.R. (2001). Strategic Management: An analytical approach. (Fifth edition). Boston: Houghton Mifflin. 18. Lawson, R. (2006). The PR Buzz Factor: How Using Public Relations Can Boost Your Business. Thomson-Shore, Inc. p. 76. PR
2 19. Weiner, M. (2006). p Newsom, D., Turk, J. V. & Kruckeberg, D. (2004). This Is PR: The Realities of Public Relations. Wadsworth Thomson Learning, Inc. p Matera, F.R. & Artigue, R.J. (2000). Public Relations Campaigns and Techniques: Building Bridges into the 21 st Century. A Pearson Education Company. p Newsom, D., Turk, J. V. & Kruckeberg, D. (2004). p Baines, P., Egan, J. & Jefkins, F. (2004). Public Relations: Contemporary issues and techniques. Elsevier Butterworth-Heinemann. p Lukaszewski, J.E. (2001). How to develop the mind of a strategist (Part 2 of 3). Communication World. 18(4), Weiner, M. (2006). p Ibid., p. xiii Lukaszewski, J.E. (2001). P.26. บทท 2 1. Center, A. H. and Walsh, F. E. (1981). Public Relations Practices: Case studies. (Second edition). Prentice-Hall Inc. p Bernhardt, K. L. and Kinnear, T. C. (1978). Cases in Marketing Management. Business Publication, Inc. p Nolte, L. W. (1979). Fundamental of Public Relations: Professional guidelines, concept and integration. (Second edition). Permagon Press, inc. p บทท 3 1. Cutlip, M.S., Center, A.H. & Broom, G.M. (2000). Effective Public Relations. (Eighth Edition). Prentice-Hall International, Inc. p Parsons, P.J. (2003). A Manager s Guide to PR Projects: A practical approach. Mahwah, New Jersey. Lawrence Erlbuam Associates, Inc. p Center, A.H. & Walsh, F.E. (1981). Public Relations Practices: Case studies. (Second edition). Prentice-Hall, Inc. p Ibid. p Ibid. p PR 414
3 6. Parsons, P.J. (2003). A Manager s Guide to PR Projects: A practical approach. Mahwah, New Jersey. Lawrence Erlbuam Associates, Inc. p Ibid. P Cutlip, M.S., Center, A.H. & Broom, G.M. (2000). p Ibid. p Simon, R. (1980). Public Relations: Concept and practices. (Second Edition). Grid Publishing, Inc. p Ibid. p Lawson, R. (2006). The PR Buzz Factor: How using public relations can boost your business. Thomson-Shore, Inc. p Ibid. p Cutlip, M.S., Center, A.H. & Broom, G.M. (2000). p Ibid. p Parsons, P.J. (2003). p Ibid. p Simon, R. (1980). 19. Jefkins, F. (1985). Effective PR Planning. (Second edition). Foto Direct Limited. p. 19. บทท 4 1. Matera, F.R. & Artigue, R. J. (2000). Public Relations Campaigns and Techniques: Building Bridges into the 21 st Century. Allyn and Bacon. p Simon, R. (1980). Public Relations Concept and Practices. (Second Edition). Grid Publishing, Inc. p Wilcox, D.L., Cameron, G.T., Ault, P.H. & Agee, W.K. (2003). Public Relations: Strategies and Tactics. (Seventh Edition). Pearson Education, Inc. p Guth, D.W. & Marsh, C. (2003). Public Relations: A values-driven approach. (Second Edition). Pearson Education, Inc. p Ibid. p Lindenmann, W. K. (2006). Public Relations Research for Planning and Evaluation. Institute of Public Realtions Guth, D.W. & Marsh, C. (2003). p Ibid. p , 10. Wilcox, D.L. et al (2003). p.137. PR
4 11. Newsom, D., Turk, J. V. & Kruckeberg, D. (2004). This Is PR: The realities of public relations. Wadsworth Thomson Learning, Inc. p Wilcox, D.L. et al (2003). p Ibid. p Ibid. p Ibid. p , 17. Palmer, C. (2000). E-Research in Focus. ADWEEK. July (29), Lindenmann, W. K. (2006). บทท 5 1. Matera, F.R. & Artigue, R.J. (2000). Public Relations Campaigns and Techniques: Building bridges into the 21 st century. A Pearson Education Company. p Guth, D.W. & Marsh, C. (2003). Public Relations: A Values-Driven Approach. (Second Edition). Pearson Education, Inc. p Freitag, A.R. (1998). PR Planning Primer: Bite-sized morsels make it simple. Public Relations Quarterly. 43(1), Weiner, M. (2006). Unleashing the power of PR: A contrarian s guide to marketing and communication. Jossey-Bass. p Ibid., p , 7. (1999). Guidelines for Setting Measurable Public Relations Objectives. Commission on PR Measurement and Evaluation. Institute for Public Relations Weiner, M. (2006). p Ibid. p Hendrix, J.A. (1995). Public Relations Cases. (Third edition). Wadsworth Publishing Company. p Baines, P., Egan, J. & Jefkins, F. (2004). Public Relations: Contemporary issues and techniques. Elsevier Butterworth-Heinemann. p Jefkins, F. (1985). Effective PR Planning. (Second edition). Foto Direct Limited. p. 29. บทท 6 1. Grunig, J. E. & Hunt, T. (1984). Managing Public Relations. Holt, Rinehart and Winston. p PR 414
5 2. Ibid. p Lawson, R. (2006). The PR Buzz Factor: How Using Public Relations Can Boost Your Business. Thomson-Shore, Inc. p Freeman, R.E. (1984). Strategic Management: A stakeholder approach. Boston: Pitman Publishing, p. 5. Lawson, R. (2006). p Jefkins, F. (1985). Effective PR Planning. (Second edition). Foto Direct Limited. p Guth, D.W. & Marsh, C. (2003). Public Relations: A values-driven approach. (Second Edition). Pearson Education, Inc. p Ibid. p Baines, P., Egan, J. & Jefkins, F. (2004). Public Relations: Contemporary issues and techniques. Elsevier Butterworth-Heinemann, p Guth, D.W. & Marsh, C. (2003). p Baines, P., Egan, J. & Jefkins, F. (2004). p Guth, D.W. & Marsh, C. (2003). p Ibid. p Ibid. p Ibid. p Rawlins, B.L. (2006). Prioritizing Stakeholders for Public Relations. Institute for Public Relations Lawson, R. (2006). p Guth, D.W. & Marsh, C. (2003). p Lawson, R. (2006). p Guth, D.W. & Marsh, C. (2003). p Ibid. p Lawson, R. (2006). p บทท 7 1, 2, 3. Luthans, F. (1973). Organizational Behavior: A modern behavioral approach to management. McGraw-Hill Book Company. p Daugherty, E. (2003). Strategic planning in public relations: a matrix that ensures tactical soundness. Public Relations Quarterly. 48(1), PR
6 5. Weiner, M. (2006). Unleashing the power of PR: A contrarian s guide to marketing and communication. Jossey-Bass. p Wilcox, D. L. (2005). Public Relations: Writing and Media Techniques. (Fifth Edition). International Edition. Pearson Education, Inc. p.93. 8, 9, 10. Wilcox, D.L., Cameron, G.T., Ault, P.H. & Agee, W.K. (2003). Public Relations: Strategies and tactics. (Seventh Edition). Pearson Education, Inc. p บทท 8 1. Wilcox, D. L. (2005). Public Relations: Writing and Media Techniques. (Fifth Edition). International Edition. Pearson Education, Inc. p , 5. Cutlip, M.S., Center, A.H. & Broom, G.M. (2000). Effective Public Relations. (Eighth Edition). Prentice-Hall International, Inc. p Ibid. p. 7. Ibid. p Ibid. p. 9. Wilcox, D. L. (2005). p Ibid. p Ibid. p Ibid. p.521. บทท 9 1. Parsons, P.J. (2003). A Manager s Guide to PR Projects: A practical approach. Mahwah, New Jersey. Lawrence Erlbuam Associates, Inc. p Matera, F.R. & Artigue, R.J. (2000). Public Relations Campaigns and Techniques: Building bridges into the 21 st century. A Pearson Education Company. p Weiner, M. (2006). Unleashing the power of PR: A contrarian s guide to marketing and communication. Jossey-Bass. p Ibid. p Baines, P., Egan, J. & Jefkins, F. (2004). Public Relations: Contemporary issues and 376 PR 414
7 fechniques. Elsevier Butterworth-Heinemann, p Cutlip, M.S., Center, A.H. & Broom, G.M. (2000). Effective Public Relations. (Eighth Edition). Prentice-Hall International, Inc. p Jefkins, F. (1985). Effective PR Planning. (Second edition). Foto Direct Limited. p Parsons, P.J. (2003). p.36. บทท Guth, D.W. & Marsh, C. (2003). Public Relations: A values-driven approach. (Second Edition). Pearson Education, Inc. p Snell, F. M. (1969). Becoming A Specialist of the Spoken Word : The Presenter, The Structure of the Presentation and the Work. A Handbook for the Advertising Agency Account Executive. AAAA. p Weiner, M. (2006). Unleashing the power of PR: a contrarian s guide to marketing and communication. Jossey-Bass. p Parsons, P.J. (2003). A Manager s Guide to PR Projects: A practical approach. Mahwah, New Jersey. Lawrence Erlbuam Associates, Inc. p Ibid. p Ibid. p Ibid. p Guth, D.W. & Marsh, C. (2003). p Ibid. p , 11. Ibid.p Ibid. p Ibid. p Ibid. p Batra, R., Myers, J.G. & Aaker, D.A. (1996). Advertising Management. (Fifth Edition). Prentice Hall International Edition., p.191. บทท Parsons, P.J. (2003). A Manager s Guide to PR Projects: A practical approach. Mahwah, New Jersey. Lawrence Erlbuam Associates, Inc. p Ibid. p , 4. Ibid. p.36. PR
8 5. Ibid. p Ibid. p.37. 7, 8. Bovee, C.L., Thill, J.V., Wood, M.B. & Dovel, G.P. (1993). Management. McGraw Hill Company. p Ibid. p Henslowe, P. (1999). Public Relations : A practical guide to the basics. Kogan press. p.25. บทท Wilcox, D. L. (2005). Public Relations: Writing and media techniques. (Fifth Edition). International Edition. Pearson Education, Inc. p Ibid. p Ibid. p Baines, P., Egan, J. & Jefkins, F. (2004). Public Relations: Contemporary issues and techniques. Elsevier Butterworth-Heinemann. p Ibid. p , 7, 8. Guth, D.W. & Marsh, C. (2003). Public Relations: A values-driven approach. (Second Edition). Pearson Education, Inc. p Ibid. p Newsom, D., Turk, J. V. & Kruckeberg, D. (2004). This Is PR: The realities of public relations. Wadsworth Thomson Learning, Inc. p Wilcox, D. L. (2005). p Ibid. p Cutlip, M.S., Center, A.H. & Broom, G.M. (2000). Effective Public Relations. (Eighth Edition). Prentice-Hall International, Inc. p Wilcox, D.L., Cameron, G.T., Ault, P.H. & Agee, W.K. (2003). Public Relations: strategies and tactics. (Seventh Edition). Pearson Education, Inc. p Grunig, J. E. and Hunt, T. (1984). Managing Public Relations. Holt, Rinehart and Winston. p Wilcox, D.L., Cameron, G.T., Ault, P.H. & Agee, W.K. (2003). p Baines, P., Egan, J. & Jefkins, F. (2004). Public Relations: Contemporary issues and techniques. Elsevier Butterworth-Heinemann, p Wilcox, D. L. (2005). p PR 414
9 19. Baines, P., Egan, J. & Jefkins, F. (2004). p Wilcox, D. L. (2005). p Baines, P., Egan, J. & Jefkins, F. (2004). p Wilcox, D. L. (2005). p Ibid. p Wilcox, D. L. (2005). p Newsom, D., Turk, J. V. & Kruckeberg, D. (2004). p Ibid. p Cutlip, M.S., Center, A.H. & Broom, G.M. (2000). p , 29, 30. Wilcox, D. L. (2005). p.329. บทท Weiner, M. (2006). Unleashing the power of PR: A contrarian s guide to marketing and communication. Jossey-Bass. p Ibid. p. xv. 3. Ibid. p. xiv. 4. Cutlip, M.S., Center, A.H. & Broom, G.M. (2000). Effective Public Relations. (Eighth Edition). Prentice-Hall International, Inc. p Wilcox, D.L., Cameron, G.T., Ault, P.H. & Agee, W.K. (2003). Public Relations: Strategies and tactics. (Seventh edition). Pearson Education, Inc. p Matera, F.R. & Artigue, R. J. (2000). Public Relations Campaigns and Techniques: Building bridges into the 21 st Century. Allyn and Bacon. p Wilcox, D. L. et al. (2003). p Lukaszewski, J.E. (2001). How to develop the mind of a strategist (Part 2 of 3). Communication World. 18(4), Wilcox, D. L. et al. (2003). p Freitag, A.R. (1998). How to measure what we do. Public Relations Quarterly. 43(2), Weiner, M. (2006). p Wilcox, D. L. et al. (2003). p , 14. Ibid. p Ibid. p , 17. Weiner, M. (2006). p. 63. PR
10 18. Weiner, M. (2006). p Weiner, M. (2006). p , 21. Weiner, M. (2006). p Weiner, M. (2006). p Wilcox, D. L. et al. (2003). p Ibid. p Ibid. p , 27. Wilcox, D. L. et al. (2003). p Matera, F.R. & Artigue, R. J. (2000). p Procter- Rogers, C. (2006). Op-ed: Benchmarking is valuable PR tool Simon, R. (1980). Public Relations: Concept and practices. (Second Edition). Grid Publishing, Inc. p Wilcox, D.L. (2005). Public Relations: Writing and media techniques. Pearson Education, Inc. p Weiner, M. (2006). p , 34. Ibid. p , 36. Center, A.H. & Walsh, F.E. (1981). Public Relations Practices: Case studies. (Second edition). Prentice-Hall, Inc. p PR 414
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