DOMOV

Referencie/Poznámky

bulletNárodná obroda 18.11.1997, p. 1 - späť
bulletZo Zákona č. 286/1992 o daniach z príjmov vyplýva, že fyzické alebo právnické osoby si môžu od základu dane z príjmov, vrátane dane zo závislej činnosti (mzdy) a funkčných požitkov odrátať hodnotu darov právnickým osobám so sídlom na území SR a poskytnutých na financovanie vedy a vzdelávania, školstva alebo podpory mládeže. Právnická osoba pritom môže odpočítať najviac 2 % zo základu dane. - späť
bulletVtipným príkladom na demagogické podčiarkovanie dobrých stránok tovaru je predaj mŕtvej mulice v známom americkom televíznom seriáli M.A.S.H. Spomína ho plukovník Potter - benefity: nebudú problémy s kŕmením a takáto mulica nekope... - späť
bulletO účinnosti a obľube sponzoringu svedčí aj skutočnosť, že bývalý kolumbijský pašerák drog Pablo Escobar financoval výstavbu bytov pre chudobných. Ďalší zasa podporovali cirkev a pod. - späť.
bulletPotvrdzuje to aj S. M. Cutlip: "Public relations - alebo ich ekvivalenty propaganda, publicita, verejné informácie - začali fungovať vtedy, keď ľudia začali žiť spolu v kmeňových táboroch, keď prežitie jednotlivca záviselo od jeho súkmeňovcov. Civilizácia na to, aby fungovala, potrebuje komunikáciu, zmierovanie, konsenzus a spoluprácu - základné prvky funkcie public relations. Hovorieval som svojím študentom, že public relations sa pravdepodobne začali rozvíjať vtedy, keď neandertálec vymenil stehno ovce za pazúrik. Grécki filozofi písali o verejnej vôli, hoci nepoužívali pojem verejná mienka. Mestská kultúra Rímskej ríše dala názorovým procesom väčší priestor." CUTLIP, S. M.: Public Relations History: From the 17th to the 20th Century. The Antecedents. Mahwah, Lawrence Erlbaum Associates Publishers 1994 - späť.
bulletBOONE, L. E. – KURTZ, D. L.: Contemporary Marketing. 6. vyd. Dryden Press 1989, p. 597 - späť.
bulletHILL, J.W.: The Future of Public Relations. Speech delivered at the Seventh Public Relations World Congress, Boston, MA, August 14, 1976 - späť.
bulletBURSON, H.: Speech at Utica College of Syracuse University, Utica, NY, March 5, 1987 - späť.
bulletPodľa SEITEL, F. P.: The Practice of Public Relations. 6th ed. Englewood Cliffs, NJ, Prentice Hall 1995, p.36 - späť.
bulletE. L. Bernays pracoval počas svojej dlhej kariéry na úseku PR pre takých rozličných klientov, ako napr. Nijinsky a Diaghilev Ballet, Henry Ford, Al Smith, Enrico Caruso, Thomas Edison, Henry Luce, David Sarnoff a pre šiestich amerických prezidentov. Pozri jeho spomienky Biography of an Idea z r. 1965 - späť.
bulletBERNAYS, L. E.: Bernays´ 62 Years in Public Relations. Public Relations Quarterly, Fall 1981, p. 8. Podľa SEITEL, F. P.: The Practice of Public Relations. 6th ed. Englewood Cliffs, NJ, Prentice Hall 1995, p. 40 - späť.
bulletPETROOK, M. J.: Selling New Business Is Ignored In PR Education And Training. PR Quarterly, 40, Fall 1995, No. 3, p. 11 - späť.
bulletSEITEL, F. P.: The Practice of Public Relations. 8th ed. Upper Saddle River, NJ, Prentice Hall 2001, p. 35-36 - späť.
bulletZa prvú výročnú firemnú správu v USA sa považuje vcelku jednoduchý dokument The Borden Company z r. 1854, ktorý bol však šokom pre šéfov firmy. Verejnosť bola dovtedy pre nich len nepríjemnou prekážkou vhodnou na preklínanie. BASKIN, O. W. – ARONOFF, C. E.: Public Relations, 2. vyd. Dubuque 1988, p. 318 - späť.
bulletPozri a porovnaj: ČMELÍK, R.: Public relations a vzťahy s médiami na Slovensku. Diplomová práca. Bratislava, Katedra žurnalistiky Filozofickej fakulty Univerzity Komenského 1996, p. 30-32 - späť.
bulletSIMOES, R. P.: Aesthetics in Public Relations. Internat. Public Relations Rev., 18, 1995, No 3, p. 11 - späť.
bulletEffective Public Relations. 6th ed. Englewod Cliffs, New Jersey, Prentice Hall International 1985, podľa SMITH, P. R.: Marketing Communications. An Integrated Aproach. London, Kogan Page 1993, p. 55 - späť.
bulletPodľa CORRADO, F. M.: Media for Managers. Englewood Cliffs 1984, p. 28 - späť.
bulletIPRA Review, 18, 1995, No. 2, p. 29 - späť.
bulletIPRA Review, 18, 1995, No. 2, p. 31 - späť.
bulletIPRA 1990. Podľa JEFKINS, F.: Planned Press and Public Relations. 3rd ed. London Blackie Academic & Prfessional 1993, p. 9 - späť.
bulletManaging Public Relations. Holt Rinehart Winston 1984, p. 22, podľa SHARPE, M. L.: Can any type of promotional or communication activity be classified as public relations? Interant. Public Relations Review, 17, 1994, No. 4, p. 19 - späť.
bulletPodľa JEFKINS, F.: Planned Press and Public Relations. 3rd ed. London, Blackie Academic & Professional 1993, p. 15 - späť.
bulletPorovnaj WHITE, J.: How to Understand and Manage Public Relations. London Century Business 1991, p. 1-2. Snahy miešať pravdu s propagandou ožívajú znovu a znovu. Napr. viaceré známe svetové agentúry PR navrhli svojím klientom založiť rozličné “výskumné” združenia, ktoré mali pod pláštikom “vedy” a “skúmania” presadzovať úzke obchodné záujmy danej firmy. Známy je Výbor pre výskum tabaku (Council for Tobacco Research), ktorý plní de facto úlohy aktivistu na poli PR. Pozri bližšie FULWOOD, Ch.: Alar Report Right from the Start, But You´d Never Know It. PR Quarterly, 41, 1996, No. 2, p. 9-12 - späť.
bulletNiektorí autori – napr. CUTLIP, S. M.: Public Relations History: From the 17th to the 20th Century. The Antecedents, Mahwah, Lawrence Erlbaum Associates Publishers 1994 – však považujú propagandu za podstatnú súčasť PR, ak sa toto slovo definuje neutrálne. S. M. Cutlip uvádza, že “praktici sa zväčša usilujú propagovať doktrínu, prípad, inštitúciu alebo jednotlivca (napr. kandidátov na verejný post)” - späť.
bulletNiektoré prieskumy činností vrcholových riadiacich pracovníkov firiem v USA ukázali, že takmer 40% z nich venovalo 25 až 50% svojho pracovného dňa aktivitám typu PR. BOONE, L. E. – KURTZ, D. L.: Contemporary Marketing. 6th ed. Dryden Press 1989, p. 597. Iné pramene uvádzajú, že činnostiam typu PR a public affairs venujú top manažéri do 25% svojho času. WHITE, J. – BLAMPHIN, J.: Priorities for research into public relations practice in the United Kingdom. Internat. PR Review Academic, No. 3, Sept. 1995, p. 6. In: IPRA Rev., 18, 1995, No. 3 - späť.
bulletSTEVENS, A.: Public Relations in the Year 2000. PR Quarterly, 41, 1996, No. 2, p. 20 - späť.
bulletCh. J. Fombrun v publikácii Reputation dokonca považuje konzistentný firemný obraz pozitívne vnímaných spoločností za skryté aktíva – tzv. reputačný kapitál, ktorý im dáva veľkú výhodu. FOMBRUN, Ch. J.: Reputation: Realizing Value from the Corporate Image. Harvard Business School Press, Operations Dept., Boston 1993 - späť.
bulletWHITE, J.: How to Understand and Manage Public Relations. London Century Business 1991, p. ix - späť.
bulletO. W. BASKIN a C. E. ARONOFF uvádzajú túto pracovnú definíciu: “Public relations sú funkciou manažmentu, ktorá pomáha definovať organizačné ciele a filozofiu a tiež umožňovať organizačné zmeny. Praktici public relations komunikujú so všetkými relevantnými vnútornými a vonkajšími publikami, aby vytvorili súlad medzi cieľmi organizácie a spoločenskými očakávaniami. Praktici public relations vyvíjajú, vykonávajú a vyhodnocujú organizačné programy, ktoré podporujú výmenu vplyvu a porozumenie medzi zložkami organizácie a publikami”. Public Relations. 2nd ed. Dubuque 1988, p. 4 - späť.
bulletDAVIES, E. - DAVIES, B. J.: Successful Marketing in a week. London 1992, p. 7 - späť.
bulletV marketingu je dôležitým pojmom tzv. marketingový mix. Pozostáva z: výrobku, ceny, distribúcie a podpory (niekedy sa pridáva ďalšie "P" - partneri). Práve podpora predaja (promotion) obsahuje rozmanité informovanie a presviedčanie zákazníkov. Podľa DAVIES, E. - DAVIES, B. J.: Successful Marketing in a week. London 1992, p. 75 - späť.
bulletJEFKINS, F.: Planned Press and Public Relations. 3rd ed. London, Blackie Academic & Professional 1993, p. 11 - späť.
bulletJEFKINS, F.: Planned Press and Public Relations. 3rd ed. London, Blackie Academic & Professional 1993, p. 14 - späť.
bulletJEFKINS, F.: Planned Press and Public Relations. 3rd ed. London, Blackie Academic & Professional 1993, p. 11-12 - späť.
bulletPodľa vystúpenia J.-L. Schuybroeka na podujatí Medzinárodného klubu 6. novembra 1997 v Košiciach. Podľa jedného z posledných prieskumov 45% spoločností spomedzi tisíc najvýznamnejších vo Veľkej Británii je presvedčených, že PR sa stanú do r. 2 000 strategicky dôležitejšie než reklama a 38% si myslí, že budú rovnako dôležité - späť.
bulletPodľa CORRADO, F. M.: Media for Managers. Englewood Cliffs 1984, p. 30 - späť.
bulletDENIG, E.: CERP Bulletin, September 1992, p. 2 - späť.
bulletPublic Information – Journalism or Marketing? Intern. PR Rev., 17, 1994, No. 4, p. 28 - späť.
bulletSTOKES, D.: Discovering Marketing. An Active-Learning Approach. London, DP Publications 1994, p. 174 - späť.
bulletSMITH, P. R.: Marketing Communications. An Integrated Approach. London, Kogan Page 1993, p. 18-19 - späť.
bulletIs there a New Role for Public Relations in Marketing? Internat. PR Rev., 18, 1995, No. 1, p. 9 - späť.
bulletIs there a New Role for Public Relations in Marketing? Internat. PR Rev., 18, 1995, No. 1, p. 9 - späť.
bulletPodľa MORIARTY, S. E.: PR and IMC: The Benefits of Integration. PR Quarterly, 39, 1994, No. 3, p. 38-39 - späť.
bulletPodľa MORIARTY, S. E.: PR and IMC: The Benefits of Integration. PR Quarterly, 39, 1994, No. 3, p. 38-39 - späť.
bulletAk zlým rozhodnutím spôsobíš firme finančnú stratu, pochopím to. Ak však poškodíš povesť firmy, budem neúprosný. Podľa SWIFT, P.: Perception is Truth. PR Quarterly, 41, 1996, No. 2, p. 7 - späť.
bulletHodnota firmy, organizácie, subjektu sa niekedy nazývajú aj goodwill. Ide tu najmä o spokojnú klientelu firmy - späť.
bulletFOSTER, T. R. V.: 101 Ways to get Great Publicity. London 1993, p. 35 - späť.
bulletSTANLEY, R. E.: Promotion, Advertising, Publicity, Personal selling, Sales promotion. 2nd ed. Prentice-Hall 1982, p. 257-259 - späť.
bulletJEFKINS, F.: Planned Press and Public Relations. 3rd ed. London, Blackie Academic & Professional 1993, p. 22-23 - späť.
bulletRichard Weiner definuje PR ako “aktivity a postoje smerujúce k analýze, prispôsobeniu, ovplyvneniu a usmerneniu mienky inej skupiny alebo skupín ľudí v záujme inej jednotlivej skupiny alebo inštitúcie”. WEINER, R.: The Language of Public Relations- PR Quarterly, 41, 1996, No. 2, p. 14 - späť.
bulletPodľa SMITH, P. R.: Marketing Communications. An Integrated Aproach. London, Kogan Page 1993, p. 275 - späť.
bulletWINNER, P.: Effective PR Management. A Guide to Corporate Survival. 2nd ed. London, Kogan Page 1993, p. 19 - späť.
bulletBURSON, H. A Nostalgic Outlook on Public Relations for the ´90s. Reč k Public Relations Society of America v Chicagu. Internat. PR Rev., 16, 1993, No. 4, p. 7 - späť.
bulletJEFKINS, F.: Planned Press and Public Relations. 3rd ed. London, Blackie Academic & Professional 1993, p. 14 - späť.
bulletS. M. Kadibesegil (The Best of Executions, Internat. PR Rev., 18, 1995, No. 1, p. 29) uvádza, že v PR sa trávi 75% času za stolom premýšľaním a zvyšných 25% implementáciou vymysleného - späť.
bulletHlavnou otázkou prieskumov na účely PR je: “Ako firmu vnímajú hlavné druhy jej publika?” STANLEY, R. E.: Promotion, Advertising, Publicity, Personal selling, Sales promotion. 2nd ed. Prentice-Hall 1982, p. 242. Audit musí tiež odpovedať na otázku – Aký hlavný komunikačný problém firma/organizácia má? - späť.
bulletJEFKINS, F.: Planned Press and Public Relations. 3rd ed. London, Blackie Academic & Professional 1993, p. 18-21 - späť
bulletJEFKINS, F.: Planned Press and Public Relations. 3rd ed. London, Blackie Academic & Professional 1993, p. 23-25 - späť
bulletKADIBESEGIL, S. M.: The Best of Executions – The Seven Step Procedure for Public Relations Planning. Internat. PR Rev., 18, 1995, No. 1, p. 29 - späť
bulletTamže - späť
bulletTamže, p. 29-30 - späť
bulletTamže, p. 28-29 - späť.
bulletJEFKINS, F.: Planned Press and Public Relations. 3rd ed. London, Blackie Academic & Professional 1993, p. 85-87 - späť.
bulletNOBLE, P.: A Proper Role for Media Evaluation. Internat. PR Academic Rev., No. 1. Internat. PR Rev., 18, 1995, No. 1, p. 6-7 - späť.
bulletPozri a porovnaj: BASKIN, O. W. – ARONOFF, C. E.: Public Relations. 2nd ed. Dubuque 1988, p. 138-139 - späť.
bulletPublic Information – Journalism or Marketing? Internat. PR Rev., 17, 1994, No. 4, p. 29 - späť.
bulletSMITH, P. R.: Marketing Communications. An Integrated Approach. London, Kogan Page 1993, p. 34-40 - späť.
bullet“The public be damned!” Odpoveď na otázku, či by sa otázka luxusných vlakov mala prerokovať s verejnosťou. A. W. Cole´s Leter. New York Times 25. augusta 1918. Podľa The Oxford Dictionary of Quotations. 2nd ed. London, Oxford Univ. Press 1970, p. 551:12 - späť.
bulletBIKER, B. D. – HOVGAARD, U.: Rational Relations. The Rationality of Organisations in a Communication – Theoretical Perspective. Internat. PR Rev., 17, 1994, No. 1, p. 18 - späť.
bulletJEFKINS, F.: Public Relations, 4th ed. London 1992, p. 62 - späť.
bulletANDREW, K.: Financial Public Relations Handbook. Cambridge (UK) 1990, p. 96-97 - späť.
bulletCORRADO, F. M.: Media for Managers. Englewood Cliffs 1984, p. 117 - späť.
bulletHAYES, R.: Repositioning the Nuclear Industry in the Battle for Hearts and Minds. Internat. PR Rev., 17, 1994, no. 1, p. 11 - späť.
bulletSMITH, P. R.: Marketing Communications. An Integrated Approach. London, Kogan Page 1993, p. 40-44 - späť.
bulletTermín “public affairs” – verejné záležitosti – sa niekedy, najmä v americkom prostredí, používa ako eufemizujúce synonymum celých PR. Častejšie však opisuje tie zložky PR, ktoré sa zapodievajú tzv. politickým prostredím rozličných organizácií. Tento špecifický typ PR z pohľadu firiem a organizácií sa niekedy nazýva aj vládnymi (government) relations. BASKIN, O. W. – ARONOFF, C. E.: Public Relations. 2nd ed. Dubuque 1988, p. 328. V súvislosti s informovaním verejnosti sa hovorieva aj o “public information” – verejných informáciách - späť.
bulletNajmä v USA a vo Veľkej Británii sa v masmédiách často stretávame s ironizujúcim výrazom "public relations excercise" - cvičenie public relations. Ide o prípady, keď sa najmä rozličné štátne orgány usilujú prehnane "proaktívne" pôsobiť na verejnú mienku, aby vyvolali priaznivý dojem. Karikatúrou takéhoto počínania je nasledovná anekdota:
Nemáte drobné, šéfe?
Člen Snemovne lordov debatoval o verejnej doprave, keď sa ho jeho odporca z protiľahlých lavíc spýtal, kedy naposledy cestoval autobusom. Snobský lord na chvíľu stíchol a hneď bolo zrejmé, že sa nikdy vo svojom živote neznížil k tomu, aby použil verejnú dopravu. Uvedený do hlbokých rozpakov prikázal svojím poradcom v oblasti public relations, aby to napravili široko medializovanou cestou, ktorá mala dokázať, že služby autobusov pozná. Ubezpečujúc sa, že všetko prebehne hladko, čakal televíznymi kamerami obkolesený lord na autobusovej zastávke na starý, dobrý londýnsky dabldeker. Snímali ho, ako stojí v rade s obyčajnými ľuďmi. Snímali ho, ako máva rukou na prichádzajúcu dvadsať deviatku. Snímali ho, ako nastupuje a sadá si na sedadlo. A snímali ho, keď prišiel sprievodca. Potom ho snímali, ako vyberá 50-librovú bankovku a prikazuje: "Šofér, odvezte ma na Evesham Mews 38. A vyhnite sa zápcham v okolí Shepherd´s Bush!"- späť.
bulletCORRADO, F. M.: Media for Managers. Englewood Cliffs 1984, p. 122 - späť.
bulletGILBERT, H. W.: Public Relations in Local Government. Washington, D. C., International Management Association 1975, p. 3. Podľa BASKIN, O. – ARONOFF, C. E.: Public Relations. 2nd ed. Dubuque 1988, p. 220 - späť.
bulletROSS, R. D.: The Management of Public Relations. New York, Wiley 1977, p. 170. Podľa LESLEY, P.: The Handbook of Public Relations and Communications. 4th ed. London, McGraw-Hill Book Company 1991, p. 221 - späť.
bulletLESLEY, P.: The Handbook of Public Relations and Communications. 4th ed. London, McGraw-Hill Book Company 1991, p. 610 - späť.
bulletNavyše, pri bezprostrednom kontakte je možné využívať a sledovať i neverbálne prejavy, ktoré sú často veľmi dôležité, ba i dôležitejšie než to, čo sa hovorí “oficiálne” ústami. Pozri bližšie: LEWIS, D.: Tajná řeč těla. Praha, Victoria Publishing 1995 - späť.
bulletPorovnaj a pozri bližšie: LESLEY, P.: The Handbook of Public Relations and Communications. 4th ed. London, McGraw-Hill Book Company 1991, p. 214-241 - späť.
bulletMORIARTY, S. E.: PR and IMC: The Benefits of Integration. PR Quart., 39, 1994, No. 3, p. 42-43 - späť.
bulletLINSCOTT, A.: Consumer Marketing Worldwide. In: NALLY, M. (ed.): International Public Relations in Practice. First Hand Experience of 14 Professionals. London, Kogan Page 1991, p. 103 - späť.
bulletPozri a porovnaj: LEAF, R. S.: International Public Relations. In: LESLEY, P.: The Handbook of Public Relations and Communications. 4th ed. London, McGraw-Hill Book Company 1991, p. 712 a n. - späť.
bulletPorovnaj: HIEBERT, R. E.: A Model of the Government Communications Process. In: Informing the People. HELM, L. M.: et al (ed.), New York 1981, p. 8-13 - späť.
bulletSituácia na SLOVENSKU v tejto oblasti je kritická. Po novembri 1989 boli síce zriadené vo väčšine ústredných štátnych orgánov funkcie tlačových tajomníkov/hovorcov, ale skutočná informovanosť verejnosti je stále iba vzdialeným cieľom. Z nespočetného množstva príkladov uvádzam jeden za všetky – zákon o Liečebnom poriadku, ktorým sa mali riadiť lekári už od 1. októbra 1997 nebol ešte 30. septembra 1997 vôbec oficiálne publikovaný... Pozri bližšie: Zákon o Liečebnom poriadku, ktorý má platiť od zajtra, lekári ešte vôbec nepoznajú. SME 30.9.1997, p.3. Nik sa nezaoberá výkladom zákonov a pod. - späť.
bulletJEFKINS, F.: Planned Press and Public Relations. 3rd ed. London, Blackie Academic & Professional 1993, p. 156-158 - späť.
bulletHESS, S.: The Government/Press Connection. Washington 1984, p. 24 - späť.
bulletJEFKINS, F.: Planned Press and Public Relations. 3rd ed. London, Blackie Academic & Professional 1993, p. 161 - späť.
bulletJEFKINS, F.: Planned Press and Public Relations. 3rd ed. London, Blackie Academic & Professional 1993, p. 175 - späť.
bulletJEFKINS, F.: Planned Press and Public Relations. 3rd ed. London, Blackie Academic & Professional 1993, p. 176 - späť.
bulletWILLIAMS, D.: In Defense of the (Properly Executed) Press Release. PR Quart., 39, 1994, No. 3, p. 5. JEFKINS, F.: Planned Press and Public Relations. 3rd ed. London, Blackie Academic & Professional 1993, p. 175 - späť.
bulletWILLIAMS, D.: In Defense of the (Properly Executed) Press Release. PR Quart., 39, 1994, No. 3, p. 6 - späť.
bulletJEFKINS, F.: Planned Press and Public Relations. 3rd ed. London, Blackie Academic & Professional 1993, p. 112-118 - späť.
bulletMcCLOSKEY, R. J.: Invasion and Evasion. Washington Post 28. októbra 1983. Podľa HESS, S.: The Government/Press Connection. Washington 1984, p. 60 - späť.
bulletThe Times 21. novembra 1995, p. 1. TV Interview Costs Princess Her Press Chief - späť.
bulletRESTON, J.: The Artillery of the Press. Harper & Row 1967, p. 66. Podľa HESS, S.: The Government/Press Connection. Washington 1984, p. 76 - späť.
bulletHESS, S.: The Government/Press Connection. Washington 1984, p. 23 - späť.
bulletPod PUBLICITOU rozumieme každú informáciu, ktorá vnáša istý predmet – osobu, vec, súvislosť a pod. – do pozornosti verejnosti. Niekedy sa v literatúre prísne odlišuje publicita ako “upozorňovanie definovaného cieľového publika na špecifickú správu inými prostriedkami než platenou inzerciou či reklamou”. FOSTER, T. R. V.: 101 Ways to get Great Publicity. London 1993, p. 9.
Niektoré pramene uvádzajú, že až 75% obsahu novín generujú ľudia zo sféry PR (tlačové informácie, konferencie, telefonáty, inšpirácia novinárov, listy redakciám a pod.).
F. M. CORRADO píše: “Publicita prináša výrobku takú dôveryhodnosť, akú nemožno kúpiť za žiadne množstvo platenej reklamy”. Media for Managers. Englewood Cliffs 1984, p. 31. Ide tu o tzv. výrobkovú publicitu (product publicity). Tamže, p. 29 - späť.
bulletF. M. CORRADO píše, že “noviny predávajú kontroverzie”. Media for Managers. Englewood Cliffs 1984, p. 74. Inde hovorí o žurnalizme, zameranom na zaujímavosti ako o “disco news” či “diskonovinárstve”. Charakterizujú ho mlado vyzerajúci ľudia, vysoká úroveň hluku, blýskajúce svetlá. Ide o značku informácie/zábavy. Tamže, p. 84 - späť.
bulletBASKIN, O. W. – ARONOFF, C. E.: Public Relations. 2nd ed. Dubuque 1988, p. 192 - späť.
bulletCOLLINS, D.: Ten Rules of Editorial Etiquette. How to Establish a Strong Relationship with Editors. PR Quart., 39, 1994, No. 3, p. 8 - späť.
bulletPorovnaj: NOBLE, P.: A Proper Role for Media Evaluation. Internat. Public Relations Academic Rev. No 1. PR Rev, 18, 1995, No. 1, p. 3-4 - späť.
bulletElisabeth Dowdeswell – námestníčka generálneho tajomníka OSN a zároveň výkonná riaditeľka Programu OSN pre životné prostredie (UNEP). Environmental Communications. Internat PR Rev., 18, 1995, No. 1, p. 7 - späť.
bulletFINK, S.: Crisis Management. New York. AMACOM, p. 15. Podľa DYER, S. C.: Getting People into the Crisis Communication Plan. PR Quart., 40, 1995, No. 3, p. 38. "A time or state of affairs in which a decisive change is impending - either one with the distinct possibility of a highly undesirable outcome or one with the distinct possibility of a highly desirable and extremely positive outcome. It is usually a fifty-fifty proposition..." - späť.
bulletPodľa BASKIN, O. W. – ARONOFF, C. E.: Public Relations. 2nd ed. Dubuque 1988, p. 6 - späť.
bulletMAGGART, L.: Bowater Incorporated – A Lesson in Crisis Communication. PR Quart., 39, 1994, No. 3, p. 29 - späť.
bulletDYER, S. C.: Getting People into the Crisis Communication Plan. PR Quart., 40, 1995, No. 3, p. 39 - späť.
bulletGRAHAM, K.: Crisis Management: Planning and Coping Internationally. In: NALLY, M. (ed.): International Public Relations in Practice. First Hand Experience of 14 Professionals. London, Kogan Page 1991, p. 63-82 - späť.
bulletDYER, S. C.: Getting People into the Crisis Communication Plan. PR Quart., 40, 1995, No. 3, p. 40 - späť.
bulletHERMANN, C. F.: Some consequences of crisis which limit the viability of organisations. Administrative Science Quart., 1963, June, p. 61-82. Podľa WINNER, P.: Effective PR Management. A Guide to Corporate Survival. 2nd ed. London, Kogan Page 1993, p. 93 - späť.
bulletDYER, S. C.: Getting People into the Crisis Communication Plan. PR Quart., 40, 1995, No. 3, p. 39 - späť.
bulletDYER, S. C.: Getting People into the Crisis Communication Plan. PR Quart., 40, 1995, No. 3, p. 39 - späť.
bulletWINNER, P.: Effective PR Management. A Guide to Corporate Survival. 2nd ed. London, Kogan Page 1993, p. 94 - späť.
bulletCORRADO, F. M.: Media for Managers. Englewood Cliffs 1984, p. 51 - späť.
bulletWINNER, P.: Effective PR Management. A Guide to Corporate Survival. 2nd ed. London, Kogan Page 1993, p. 95 - späť.
bulletWINNER, P.: Effective PR Management. A Guide to Corporate Survival. 2nd ed. London, Kogan Page 1993, p. 96 - späť.
bulletWINNER, P.: Effective PR Management. A Guide to Corporate Survival. 2nd ed. London, Kogan Page 1993, p. 97 - späť.
bulletPorovnaj CORRADO, F. M.: Media for Managers. Englewood Cliffs 1984, p. 101, 114 - späť.
bulletFOSTER, T. R. V.: 101 Ways to get Great Publicity. London 1993, p. 108. O reakciách firmy Intel na odhalenie chyby v Pentiu hovorí KOREC, P.: Pentium Affair: Rušný závěr roku 1994. PC World 1995, No. 4, p. 104-106 - späť.
bulletWINNER, P.: Effective PR Management. A Guide to Corporate Survival. 2nd ed. London, Kogan Page 1993, p. 95 - späť.
bulletDOWDESWELL, E.: Environmental Communications. Internat. PR Rev., 18, 1995, No. 1, p. 4 - späť.
bulletDOWDESWELL, E.: Environmental Communications. Internat. PR Rev., 18, 1995, No. 1, p. 6 - späť.
bulletPodľa NALLY, M. (ed.): International Public Relations in Practice. First Hand Experience of 14 Professionals. London, Kogan Page 1991, p. 85 - späť.
bulletLINNING, R.: Lobbying Around the World. In: NALLY, M. (ed.): International Public Relations in Practice. First Hand Experience of 14 Professionals. London, Kogan Page 1991, p. 85 - späť.
bulletPozri tiež ŠÍŠOVÁ, L. – ČERNÝ, P.: Lobbying – korupce, nebo zdroj informací? Strategie 1996, No. 6, p. 10-11 - späť.
bulletLINNING, R.: Lobbying Around the World. In: NALLY, M. (ed.): International Public Relations in Practice. First Hand Experience of 14 Professionals. London, Kogan Page 1991, p. 95 - späť.
bulletPredseda poslaneckého klubu HZDS Tibor Cabaj reagoval počas jedného z brífingov o územnosprávnom členení Slovenska na boje o sídla okresov takto: “Treba povedať otvorene – každý poslanec odniekiaľ pochádza. A to je ten lobbying...” To je ten lobbing. Nový Čas 21. marca 1996, p. 2 - späť.
bulletD. G. HEARLE uvádza, že v nasledujúcich desaťročiach bude charakterizovať úspešnú profesiu PR kombinácia “manažérov-generalistov” a “poradcov-špecialistov”. Don´t Sing For Me, Write Me A Song: A Public Relations Perspective for the Rest of the 20th Century. The 1980 Vernon C. Schranz Distinguished Lectureship in Public Relations. Ball State University, Muncie, IN. Podľa THOMSEN, S. R.: Public Relations in the New Millennium: Understanding the Forces that are Reshaping the Profession. PR Quart., 42, 1997, No. 1, p. 16 - späť.
bulletTHOMSEN, S. R.: Public Relations in the New Millennium: Understanding the Forces that are Reshaping the Profession. PR Quart., 42, 1997, No. 1, p. 16 - späť.
bulletMasová komunikácia využíva širokospektrálne vysielanie – “broadcasting”, zasahujúci masové publiká. PR naproti tomu mieria presne na danú cieľovú skupinu – využívajú “narrowcasting”, úzko zamerané “vysielanie” - späť.
bullethttp://www.brook.edu/its/cei/cei_hp.html  - späť.
bulletČECHOVÁ, R.: Nedělejte nic, co nedokážete změřit. Strategie, 1999, No. 4, p. 6 - späť.
bulletPorovnaj MILLER, K.: Issues Management: The Link Between Organization Reality and Public Perception. Public Relations Quarterly, 44, 1999, No. 2, p. 9-10 - späť.
bulletJARRETT, H. W.: Selling the Islands. Public Relations Quarterly, 44, 1999, No. 2, p. 12 - späť.
bulletPozri štúdiu EVAN, T. J.: Odwalla. Public Relations Quarterly, 44, 1999, No. 2, p. 15-17 - späť.
bulletWIGHTMAN, B.: Integrated Communications: Organization and Education. Public Relations Quarterly, 44, 1999, No. 2, p. 18 - späť.
bulletPorovnaj WIGHTMAN, B.: Integrated Communications: Organization and Education. Public Relations Quarterly, 44, 1999, No. 2, p. 19 - späť.
bulletDROBIS, D.: Integrated Marketing Communications Redefined. Journal of Integrated Communications, VIII, 1997, p. 6-10 - späť.
bulletPodľa BUI, L. S.: Mothers in Public Relations: How Are They Balancing Career and Family? Public Relations Quarterly, 44, 1999, No. 2, p. 23 - späť.
bulletGARBET, podľa ZHAO, J.: The Importance of Image Survey: Improving Effectiveness of Communication Programs. Public Relations Quarterly, 44, 1999, No. 2, p. 28 - späť.
bulletBERTH, K. - SJÖBERG, G.: Quality in Public Relations. Copenhagen, International Institute of Quality in Public Relations 1997 - späť.
bulletKERIN, R. A. – BERKOWITZ, E. N. – HARTLEY, S. W. – RUDELIUS, W.: Marketing, 7th ed., McGraw Hill-Irwin 2003, s. 20-22 - späť.
bulletWatkins, Jim - podľa BERKOWITZ, E. N. – KERIN, R. A. – HARTLEY, S. W. – RUDELIUS, W.: Marketing, 5th ed., Irwin McGraw Hill 1997, s. 342 - späť
bulletPublic Relations Evaluation: Professional Accountability. Gold paper No 11. IPRA 1984, p. 1 - späť. 
bulletPublic Relations Evaluation: Professional Accountability. Gold paper No 11. IPRA 1984, p. 10 - späť. 
bulletPublic Relations Evaluation: Professional Accountability. Gold paper No 11. IPRA 1984, p. 12 - späť. 
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 1. - späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 7. - späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 8. - späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 17. - späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 18. - späť.
bulletCHASE, W. H.: Public Issues management: The New Science. Public Relations Journal, 33, No 10 (October 1977), p. 25. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 17.- späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 19. - späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 19. - späť.
bulletWashington Representatives, 15th ed. Washington, DC, Columbia Books 1991. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 19. - späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 21. - späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 23. - späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 25. - späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 37. - späť.
bulletPozri a porovnaj: CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 44-46. - späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 51 - späť.
bulletJo Proctor, podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 53 - späť.
bulletLONG, R. K.: Reč LONG-term Solutions, Federal Way, WA, podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 52-53 - späť.
bulletCANTOR, B., Public Relations Journal, podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 54-55 - späť.
bulletCity University Syllabus for the College of Business, Arts and Humanities, BSC 300 - Understanding and Influencing Consumer Behavior, Appendix C - späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 63-64 a Microsoft Encarta Reference Suite 2 000 - Texaco, Exxon Valdez - späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 64 - späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 65 - späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 66 - späť.
bulletDILENSCHNEIDER? R. L.: The Seven Deadly Sins. PR Week, 1988, November 14-20, p. 11, podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 69 - späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 72 - späť.
bulletCorporate Communication Benchmark 1997. Section II. Report Prepared by Edelman PR Worldwide, Opinion Research Corporation, and Integrated Marketing Communications Department, Northwestern University, podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p.73 - späť.
bulletARNOLD, J.: IMC: Much Ado About Little. The Public Relations Strategist, 1, 1995, No. 3, p. 29, podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 76 - späť.
bulletPozri a porovnaj: CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 102 - späť.
bulletMORISON, S. E.: The Founding of Harvard College. Cambridge, Harvard University Press 1935, p. 303, podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 103 - späť.
bulletPozri bližšie CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 103-104 - späť.
bulletRUTLAND, R. A.: The Ordeal of the Constitution: The Antifederalists and the Ratification Struggle of 1787-1788. Boston, Northeastern University Press 1983, p. , podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 104 - späť.
bulletJOHSON, R. (ed.): A History of the World´s Columbian Exposition, vol 2. New York, D. Appleton 1897, p. 1-31., podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 107 - späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 111-112 - späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 112 - späť.
bulletMORSE, S.: An Awakening on Wall Street. American  Magazine, 62, 1906, p. 460. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 117 - späť.
bulletROSWOLD, G. Jr.: How AT&T Public Relations Policies Developed. Public Relations Quarterly, 12, 1967, Fall, p. 13. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 127 - späť.
bulletMembership Directory 1998. New York, Arthur W. Page Society 1998, podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 127-128 - späť.
bulletKULTGEN, J.: Ethics and Professionalism. Philadelphia, University of Pennsylvania Press 1988, p. 371, podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 143 - späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 147 - späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 147 - späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 149 - späť.
bulletSMITH, K. O.: Report of the 1981 Commission on Public Rlations Education. Public Relations Review, 8, 1982, Summer, p. 66-68. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 150-151 - späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 174 - späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 189 - späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 191 - späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 195-196 - späť.
bulletCode of Professional Standards for the Practice of Public Relations: An Official Interpretation of the Code as It Applies to FInancial Public Relations. Public Relations Tactics. The Blue Book. member Services Directory 1999-2000. New York, Public Relations Society of America, p. A13 - späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 212 - späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 212 - späť.
bulletGOMAN, C. K.: Energizing a Restructured Work Force. Comunicaton World, 14, 1997, No. 3, p. 55-57. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 219 - späť.
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 220 - späť
bulletMILLER, J. G.: Living Systems. New York, McGraw-Hill Bok Company 1978, p. 29-30. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 233 - späť
bulletPETERS, T. J. - WATERMAN, R. H. Jr.: In Search of Excellence. New York, Harper and Row 1982, p. 12. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 234 - späť
bulletLITTLEJOHN, S. W.: Theories of Human Communication. 4th ed. Belmont, CA, Wadsworth Publishing Company 1992, p. 47. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 235-236 - späť
bulletPozri a porovnaj GRUNIG, J. E. - GRUNIG, L. A.: Models of Public Relations and Communication. In: Excellence in Public Relations and Communication Management. Hillsdale, NJ, Lawrence Erlbaum Associates 1992, p. 53. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 243 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 245 - späť
bulletLAZARSFELD, P. F. - BERELSON, B. - GAUDET, H.: The People´s Choice: How the Voter Makes Up His Mind in a Presidential Campaign. 3rd ed. new York, Columbia University Press 1968, p. 151. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 251 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M.: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 251 - späť (Cutlip-Center-Broom 49)
bulletSCHRAMM, W.: The Nature of Communication Between Humans. In: The Process and Effects of Mass Communication. ed. SCHRAMM, W. - ROBERTS, D. F. Urbana, University of Illinois Press 1971, p. 38-47. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 253 - späť (Cutlip-Center-Broom 50)
bulletWILLIAMS, F.: The New Communications. 3rd ed. Belmont, CA, Wadsworth Publishing Company 1992, p. 9. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 249 - späť
bulletHOVLAND, C. I. - JANIS, I. L. - KELLEY, H. H.: Communication and Persuasion. New Haven, Yale University Press 1953. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 253 - späť
bulletPozri a porovnaj: HOVLAND, C. I. - LUMSDAINE, A. A. - SHEFFIELD, F. D.: The Effect of Presenting "One Side" versus "Both Sides" in Changing Opinions on a Controversial Subject. In: Experiments on Mass Communication. Princeton, Princeton University Press 1949, 201-207; LUMSDAINE, A. A. - JANIS, I. L.: Resistance to "Counterpropaganda" Produced by One-Sided and Two-Sided "Propaganda" Presentations. Public Relations Quarterly, 17, 1953, No. 3, p. 311-318. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 254 - späť
bulletWISEMAN, R. L. - SCHENCK-HAMLIN, W.: A Multidimensional Scaling Validation of an Inductively Derived Set of Compliance-Gaining Strategies. Communication Monographs, 48, 1981, No. 4, p. 257-258, podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 254 - späť
bulletHOVLAND, C. I.: The Order of Presentation in Persuasion. New Haven, Yale University Press 1957. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 255 - späť
bulletHOVLAND, C. I. - JANIS, I. L. - KELLEY, H. H.: Communication and Persuasion. New Haven, Yale University Press 1953. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 255 - späť
bulletROGERS, R. W.: A Protection Motivation Theory of Fear Appeals and Attitude Change. Journal of Psychology, 91, 1975, September, p. 93-114. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 255 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 256 - späť
bulletMcLUHAN, M.: Understanding Media: The Extensions of Man. New York, McGraw-Hill 1965, p. 7. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 256 - späť
bulletRAWLINS, W. K.: A Dialectical Analysis of the Tensions, Functions, and Strategic Challenges in Young Adult Friendships. In: Communication Yearbook, 12, ed. ANDERSON, J. A. Newbury Park, CA, Sage Publications 1989, p. 157-159. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 258 - späť
bulletROLOFF, M. E.: Communication and Conflict. In: Handbook of Communication Science. ed. BERGER, Ch. R. - CHAFFEE, S. H. Newbury Park, CA, Sage Publications 1987, p. 484-536. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 258 - späť
bulletLITTLEJOHN, S. W.: Theories of Human Communication. 5th ed. Belmont, CA, Wadsworth Publishing Company 1996, p. 252. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 258-259 - späť
bulletSHAW, M. E. - GOURAN, D. S.: Group Dynamics and Communication. In: Human Communication: Theory and Research. ed. DAHNKE, G. L. - CLATTERBUCK, G. W. Belmont, CA, Wadsworth Publishing Company 1990, p. 123-155. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 259 - späť
bulletHIROKAWA, R. Y.: Group Communication and Decision Making Performance: A Continued Test of the Functional Perspective. Human Communication Research, 14, 1988, No. 4, p. 487-515. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 259 - späť
bulletLIPPMANN, W.: The World Outside and the Pictures on Our Heads. Public Opinion. New York, Harcourt, Brace and Company 1922. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 260 - späť
bulletMcCOMBS, M. E. - SHAW, D. L.: The Agenda-Setting Function of Mass Media. Public Opinion Quarterly, 36, 1972, No. 2, p. 176-187. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 260-261 - späť
bulletMcCOMBS, M. - EINSIEDEL, E. - WEAVER, D.: Contemporary Public Opinion: Issues and the News. Hillsdale, NJ, Lawrence Erlbaum Associates 1991, p. 12-17. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 261 - späť
bulletROGERS, E. M.: Communication and Social Change. In: Human Communication. ed. DAHNKE, G. L. - CLATTERBUCK, G. W. Belmont, CA, Wadsworth Publishing Company 1990, p. 259-271. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 262 - späť
bulletDeFLEUR, M. L. - BALL-ROKEACH, S. J.: Theories of Mass Communication. 4th ed. New York, Longman 1982, p. 226. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 262 - späť
bulletBLOCK, E. M.: How Public Opinion Is Formed. Public Relations Review, 3, 1977, No. 3, p. 15. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 264 - späť
bulletPRICE, V. - ROBERTS, D. F.: Public Opinion Processes. In: Handbook of Communication Science. ed. BERGER, Ch. R. - CHAFFEE, S. H. Newbury Park, CA, Sage Publications 1987, p. 784. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 265 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 265-267 - späť
bulletDEWEY, J.: The Public and Its Problems. New York, Henry Holt and Company 1927, p. 15-17. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 268 - späť
bulletGRUNIG, J. E. - REPPER, F. C.: Strategic Management, Publics, and Issues. In: Excellence in Public Relations and Communication Management. ed. GRUNIG, J. E. Hillsdale, NJ, Lawrence Erlbaum Associates 1992, p. 135-137. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 268 - späť
bulletMcLEOD, J. M. - CHAFFEE, S. H.: Interpersonal Approaches to Communication Research. In: Interpersonal Perception and Communication. ed. CHAFFEE, S. H. - McLEOD, J. M. American Behavioral Scientist, 16, 1973, No. 4, p. 483-488. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 271-272 - späť
bulletSCHEFF, T. J.: Toward a Sociological Model of Consensus. American Sociological Review, 32, 1967, No. 1, p. 32-46. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 273 - späť
bulletREEVES, B. - NASS, C.: The Media Equation. Cambridge, UK: Cambridge University Press 1996, p. 253. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 276 - späť
bulletLIPPMANN, W.: Public Opinion. New York, Harcourt, Brace and Company 1922, p.13. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 276 - späť
bulletPodľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 287 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 288-289 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 289-290 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 293 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 294 - späť
bulletThe Executive Speechmaker. A Systems Approach. New York, Foundation for Public Relations Research and Education. 1980. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 298-299 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 299 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 302 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 303 - späť
bulletRUOTOLO, A. C.: A Typology of Newspaper Readers. Journalism Quarterly, 65, 1988, No. 1, p. 126-130. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 307 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 317 - späť
bulletKód dobrej praxe video news releases. Public Relations Service Council. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 321 - späť
bulletKIMMEL, B.: Ten Tips on How to Get Your VNR Aired. Communication World, 9, 1992, N. 9, p. 10. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 321 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 326-330 - späť
bulletBURGER, Ch.: Phony Communication Is Worse Than None at All. Arthur W. Page Society Hall of Fame speech. Amelia Island, FL, September 23, 1992. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 330 - späť
bulletUpravené podľa AILES, R. - KRAUSHAR, J.: You Are the Messaage: Secrets of the Master Communicators. Homewood, IL, Dow Jones-Irwin 1988; BURGER, Ch.: How to Meet the Press. Harvard business review, July-August 1975; BEARD, Ch. K. - DALTON, H. J. Jr.: The Power of Positive Press. Sales and Marketing Management,  January 1991; DALTON, H. J. Jr.: 50 basic Thoughts on Good News Media Relations. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 326-330 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 334 - späť
bulletPozri a porovnaj CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 340-341 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 346-347 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 349 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 350 - späť
bulletPozri bližšie a porovnaj CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 352-359 - späť
bulletSMITH, D. L.: Checklist for Starting a Research Project. Public Relations Journal, June 1980, podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 360 - späť
bulletLUKASZEWSKI, J.: Let´s Get Serious about Strategy. Strategy, 1, 1998, march 2., p. 1. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 369 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 372 - späť
bulletKINKEAD, R. W. - WINOKUR, D.: How Public Relations Professionals Help CEOs Make the Right Moves. Public Relations Journal, 48, 1992, No. 10, p. 21. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 373 - späť
bulletYOUNG, D.: Building Your Company´s Good Name. New York, American Management Association 1996, p. 12. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 373 - späť
bulletMORRISEY, G. L.: Management by Objectives and Results for Business and Industry. 2nd ed. Reading, MA, Addicon-Wesley Publishing 1982, p. 107, 216-220. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 374 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 375 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 384-385. - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 387. - späť
bulletLERBINGER, O.: The Crisis Manager: Facing Risk and Responsibility. Hillsdale, NJ, Lawrence Erlbaum Associates 1997. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 389 - späť
bulletREINHARDT, C.: Workshop: How to Handle a Crisis. Public Relations Journal, 43, 1987, No. 11, p. 43-44. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 389-390 - späť
bulletLUKASZEWSKI, J. E.: How to Handle a Public Relations Crisis. World Executive´s Digest, 12, 1991, No. 6, p.68-69. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 390 - späť
bulletBURSON, H.: Beyond "PR": Redefining the Role of Public Relations. 29th Annual Distinguished Lecture of the Institute for Public Relations Research and Education, Inc. New York, October 2, 1990. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 404 - späť
bulletLANE, E. F.: Applied Behavioral Science. Public Relations Journal, 23, 1967, No. 7. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 411 - späť
bulletBROOKS, B. S. - KENNEDY, G. - MOEN, D. R. - RANLY, D.: News Reporting and Writing. 3rd ed. New York, St. Martin´s Press 1988. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 411-412 - späť
bulletSCHOENFELD, C.: Thirty Seconds to Live. Writer´s market, February 1977, p. 29. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 412-413 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 417 - späť
bulletHYMAN, H. H. - SHEATSLEY, P. B.: Some Reasons Why Information Campaigns Fail. Public Opinion Quarterly, 11, 1947, p. 412-423. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 419-420 - späť
bulletMENDELSOHN, H.: Why Information Campaigns Can Succeed. Public Opinion Quarterly, 37, Spring 1973, p. 50-61. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 420 - späť
bulletROGERS, E. M.: Diffusion of Innovation. 3rd ed. New York, Free Press 1983. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 421 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 424 425- späť
bulletROSSI, P. H. - FREEMAN, H. E.: Evaluation: A Systematic Approach. 5th ed. Newbury Park, CA, Sage Publications 1993. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 432 433- späť
bulletSMITH, S. A.: Research and Pseudo-Research in Marketing. Harvard Business Review, 52, 1974, No. 2., p. 73-76. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 433 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 433-435 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 446 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 448 - späť
bulletFOX, J. F.: The Politicizing of the CHief Executive. Public Relations Journal, 38, 38, 1982, No. 8, p. 23. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 466 - späť
bulletVANDERVOORT, S. S.: "Big Green Brother" Is Watching: New Directions in Environmental Public Affairs Challenge Business. Public Relations Journal, 47, 1991, N. 4, p.14-19, 26. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 469 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 472 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 477 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 478 - späť
bulletHARRIS, T. L.: Integrated Marketing Public Relations. In: CAYWOOD, C. L.: The Handbook of Strategic Public Relations and Integrated Communications. New York McGraw-Hill 1997, p. 94-103. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 478-479 - späť
bulletSENGSTOCK, Ch. A. Jr.: The Quality Issue in Public Relations. Paper presented to the Arthur W. Page Society Meeting. Nortwestern University, Evanston, iL, May 31, 1991. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 480 - späť
bulletPodľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 487 - späť
bulletGARNETT, J. L.: Communicating for Results in Giovernment. San Franciso, Jossey-Bass 1992, p. 14. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 491 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 491 - späť
bulletKWEIT, M. G. - KWEIT, R. W.: The Politics of Policy Analysis: The Role of Citizen Participation in Analytic Decision Making. Policy Studies Review, 3, 1984, No. 2, p. 32. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 494 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 499-500 - späť
bulletLEON, J.: The News Business: It´s Not What It Used To Be and Neither Is Your Job. Government Communications, December 1991, p. 15. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 507 - späť
bulletSALAMON, L. M. - ANHEIER, H. K. (ed.): Defining the Nonprofit Sector: A Cross-National Analysis. Manchester, UK, Manchester University Press 1997, p. 3, 33-42. Podľa CUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 519 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 526 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 544-547 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 550 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 560 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 562-563 - späť
bulletCUTLIP, S. M. - CENTER, A. H. - BROOM, G. M: Effective Public Relations. 8th ed. Prentice-Hall 2000, p. 567 - späť
bulletPRNetwork, tiež HOUSER,P.: Lživý e-mail za 2 miliardy dolarů. Computer World, 2000, No 37, p. 1. - späť
bulletSTATEMAN, A. - REESE, J. - ELSASSER, J.: Bridgestone/Firestone and Ford. A Troubled Road. PR Tactics, January 2001, p. 15-16. - späť
bulletGEIGEL, S. M.: Web Writing That Wows. Public Relations Tactics, February 2003, p. 15. - späť.
bulletGEIGEL, S. M.: Web Writing That Wows. Public Relations Tactics, February 2003, p. 15. - späť.
bulletGEIGEL, S. M.: Web Writing That Wows. Public Relations Tactics, February 2003, p. 15. - späť.
bulletNAESS, A.: Gandhi and Group Conflict: An Exploration of Satyagaraha, Theoretical background. Universitetsforlaget, Norway 1974. Podľa DEVALL, B. - SESSIONS, G.: Hlboká ekológia. Abies : 1997, p. 237. - späť.
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