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Tabla de Contenidos: “…Introduction -- Take a look at my giraffe : promoting Chester zoo -- Jane's ride across America -- Kerala : God's own country : from backwaters to one of the ten paradises on earth -- LG mobile : utilizing the blogosphere to increase buzz and drive positive sentiment of mobile phones -- Enacting corporate citizenship in Korea : Novartis Korea's five-generation families campaign -- Taking the time to listen, learn & act : an example of complex international dialogue -- Setting up an effective press office for a professional body -- Managing the evolution of an agency to meet the needs of a digital media environment -- John Smith's 'the people's race' -- Remembering the few -- When PR meets marketing : on the intra-organizational challenges in the implementation of integrated communication -- Coca-cola beverages Hrvatska : public relations model of a socially responsible company -- The Bolton brand : place branding as an alternative approach to local authority corporate identity -- Chimney pots campaign…”

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