Fraser Seitel

Innovation is easy when you’re Ideawise "Since marketing is basically a battle of ideas, coming up with a good one is paramount. In that respect, IdeaWise should help you enormously." –Jack Trout, President, Trout & Partners Ltd. author of Big Brands, Big Trouble: Lessons Learned the Hard Way "Ideas and innovations are sometimes spontaneous, but more commonly they are the product of training and awareness. This practical book tells you how to turn your ideas into gold." –Richard D. Lamm, three-term Governor of Colorado "Ideas are one of the key currencies of marketing. IdeaWise, quite simply, will help marketers, big and small, produce more and better actionable ideas." –Bill Duggan, Adjunct Associate Professor, New York University, Stern School of Business "New ideas are all around us– a very simple (yet universally misunderstood) premise from this refreshingly irreverent and eminently practical guide to the ideation process. IdeaWise is essential reading for today’s marketing professional." –William McDaniel, Director, Public Affairs, ALSTOM Inc. "IdeaWise should be required reading for every manager in America. It will save your company thousands of dollars in consultants’ fees and help you create a stream of revenue of millions of dollars from the new products and services you will develop." –Jack McConnell, MD, former Johnson & Johnson executive founder, Volunteers in Medicine Clinic "It’s very tough for any organization to come up with really new and different ideas that can actually be implemented. This is the first book that actually tells you how to do it–from A to Z." –Andrew Garvin, President, Find/SVP, Inc. "Rivkin and Seitel have written an innovative book, crammed with example after example to get your thinking started." –John Horty, Chairman, National Council of Community Hospitals

For courses in public relations. Prepares Students for Public Relations Work with an Emphasis on Ethics and Contemporary, Real-world ApplicationsFeaturing an intensely practical approach that favors reasoning, justification, and applications that work, The Practice of Public Relations prepares students for contemporary public relations work in the changing landscape of the 21st century. Fraser Seitel's writing combines a contemporary, real-life approach that marries his experience in the field with a light-hearted, energetic prose style. This Thirteenth Edition has been thoroughly updated to include recent public relations cases with a continued emphasis on ethics, using examples that span several fields and countries. Building on the successes of the previous edition, this text remains the most visual text on the market, as well as the most comprehensive in its discussion of social media as it relates to public relations.