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IT Tools Supporting Public Relations Campaigns
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Author(s): Witold Abramowicz (Poznan University of Economics, Poland), Agata Filipowska (Poznan University of Economics, Poland), Tomasz Kaczmarek (Poznan University of Economics, Poland)and Marek Kowalkiewicz (SAP Research, Brisbane, Australia)
Copyright: 2007
Pages: 2
Source title:
Managing Worldwide Operations and Communications with Information Technology
Source Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-59904-929-8.ch249
ISBN13: 9781599049298
EISBN13: 9781466665378
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Abstract
We argue that the theoretical approach of having access to all information on the market is hard to be fulfilled nowadays, especially in the era of information overload. Therefore while running Public Relations campaigns, it is strongly recommended that proper methods for identifying most important information are used. We focus on three areas of information technology that are helpful in resolving the problem. We describe them and provide information on how to exploit them in Public Relations campaigns.
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