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April 2000
Integrated Marketing
Vision of the Future
Move integrated marketing out of the communications office and into the entire institution with participatory strategic planning
Signs Point to Yes
To develop more effective appeals, Stanford's Jerold Pearson applies the science of market research to the art of advancement
Feature
Putting More into Marketing
Which Way Is the Wind Blowing?
Highlights from Lipman Hearne's second integrated marketing survey
Which Way Is the Wind Blowing?
Trends in corporate and foundation giving — and how fund raisers can stay on top of them
Columns
Write-Minded: Alma Writer
Closing Remarks: Corporatization
How to work with graduates who want to write for their alumni magazine
Closing Remarks: Corporatization
Managing campus debate over the "C" word
In This Issue
Special Section: Integrated Marketing
Vision of the Future Singular Sensation Signs Point to Yes Putting More into MarketingFeatures
Which Way Is the Wind Blowing?