Foreword Larissa A. GRunig and James E. GRunig.
Part 1 Not Your Father's Ruler.
Chapter 1 You Can Now Measure Everything, but You Won't Survive Without the Metrics that Matter to Your Business.
Chapter 2 How to Get Started.
Chapter 3 Seven Steps to the Perfect Measurement Program: How to Prove Your Results and Use Your Results to Improve.
Chapter 4 Yes, You Can Afford to Measure: Choosing the Right Measurement Tool for the Job.
Part 2 How to Measure What People Are Saying About You Online and Off.
Chapter 5 How to Measure Marketing, Public Relations and Advertising in a Social Media World.
Chapter 6 How to Use Numbers to Get Closer to Your Customers.
Chapter 7 Measuring the Impact of Events, Sponsorships, and Speaking Engagements.
Chapter 8 How to Measure Influencers and Thought Leadership.
Chapter 9 Measuring Relationships with Your Local Community.
Chapter 10 Measuring What Your Employees Think.
Chapter 11 Threats to Your Reputation: How to Measure Crises.
Chapter 12 Measuring Relationships with Salespeople, Channel Partners, and Franchisees.
Chapter 13 Measurement for Nonprofits.
Chapter 14 Measure What Matters in Higher Education: How to Get an A in Measurement.
Epilogue: Whither Measurement?
Appendix 1: The Grunig Relationship Survey.
Appendix 2: Measurement Resources.
Detalhes do Produto
Subtítulo: ONLINE TOOLS FOR UNDERSTANDING CUSTOMERS, SOCIAL M