A simple six-step process to use communications and measurement tools to drive business by David Meerman Scott. Commisioned by Dow Jones.

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TABLE Of CONTENTS
>Introduction
>Your organization’s goals
>The six-step alignment process
>Example of the six-step process at work
>The gap analysis in detail
>Tactics to support the goal, and measuring progress
>Measurement is the name of the game
>Begin working with the six-step process today
>About the author
>About Factiva Insight

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