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January 1998
Integrated Marketing
Need Visibility? Get Integrated
Campus communicators are natural leaders for integrated marketing programs. Here's why—and how to pull it off
Research: The First Frontier
Integrated marketing programs are based on knowledge of your audience. Use this market research guide to get it
Features
The Perils of Philanthropy
Political Performance
A questionable gift can undermine your entire operation. Use ethics training to help your staff identify and address potential problems before they occur
Political Performance
If you want campus support from legislators, alumni volunteers are instrumental to your success. Here's how to fine-tune your advocacy efforts
Departments
In Advance: Hail to the Chief
Workshop: Speaking of Money
A new book describes the making of the advancement president
Workshop: Speaking of Money
Sponsoring personal finance seminars can benefit your alumni—and your campus
In This Issue
Integrated Marketing
Need Visibility? Get Integrated Research: The First Frontier The Day We Closed the News Bureau