customer equity -- pt. 3. Strategy implementation and marketing metrics. Strategy implementation and

-- Communication --Evaluation -- pt. 3. Strategy: Public Opinion and Persuasion -- Conflict Management: Dealing

Consumers -- pt. 3. Designing a Customer-Driven Strategy and Mix -- pt. 4. Extending Marketing.

help move business and technology planning from a systems and process-level view to a more strategy

-house -- Public relations consultancies -- Strategy, research, measurement and evaluation -- Putting effective PR

Tradition -- Action-Assembly Theory -- Strategy-Choice Models -- Message-Design Models -- Applications

ethical issues in management, corporate governance, strategy maps, the resource-based view of an

pt. I. Leadership and Management Development Context and Strategy. Leadership and Management

-- Simplicity -- Adaptability -- Applicability -- Durability -- 10: Develop media strategy/mix -- Attending

Response to Proactive Crisis Preparedness / The Role of Communications in Company Business Strategy / The

communication in practice. Communication strategy -- Strategic planning and campaign management -- Research and

messages -- Strategy and tactics -- Timescales and resources -- Knowing what has been achieved: evaluation