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Keywords: Ketchum
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Journal Articles
Journal:
Journal of Communication Management
Journal of Communication Management (1998) 3 (1): 66–73.
Published: 01 March 1998
...Walter K. Lindenmann This paper discusses a strategic approach to the measurement of public relations results — the Ketchum Effectiveness Yardstick concept — developed by the author as a planning tool that organisations can use to measure and evaluate the overall impact of their various...
