"In his latest book, marketing and PR authority Joe Marcom helps companies integrate PR with marketing strategy to illustrate how the two fit together seamlessly in a well-constructed marketing campaign." "Noting that marketing productivity is on the decline due to saturation of sales messages, increased customer indifference and easily copied competitive advantage, this book illustrates that people need to feel kinship with the product and the marketer. Packed with case studies, the book helps marketers create the contexts in which prospects can experience the brand on their own terms without an interrupting sales pitch. Combining the best of publicity/PR and marketing, this book reflects the growth at integrated marketing communications and the decline of paid marketing and media."--Jacket.