Robert Marker remember an occasion some years ago . He thinking about the need for some kind of measurement device and internal reporting system to help explain the public relation function. He was getting for what he was spending on public relation. He came prepared with a considerable volume of newspaper clippings, magazine features, and case histories that we had produced in support of his product line that year. He laid all this out in front of him after an appropriate interval, he pointed out that all this publicity.
Robert Marker said something to the effect that he thought the material spoke for itself. After all, this was highly coveted editorial space and he said it would be difficult to attach a specific value to it . But Manager disagree with him he said he has to attach a value to everything in this operation and It will work .
This case is related in chapter three about diffusion theory . The manager want him to write a memo outlining clearly what this function does for us and then he will talk about the budget for next year.
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