Strategic management : creating competitive advantages -- Analyzing the external environment of the firm -- Assessing the internal environment of the firm -- Recognizing a firms intellectual assets : moving beyond a firms tangible resources -- Business-level strategy : creating and sustaining competitive advantages -- Corporate-level strategy : creating value through diversification -- International strategy : creating value in global markets -- Entrepreneurial strategy and competitive dynamics -- Strategic control and corporate governance -- Creating effective organizational designs -- Strategic leadership : creating a learning organization and an ethical organization -- Managing innovation and fostering corporate entrepreneurship -- Analyzing strategic management cases.

Concept, Practitioners, Context, and Origins -- Introduction to Contemporary Public Relations -- Objectives -- Evolution of the Concept -- Defining the Concept in Practice -- Confusion with Marketing -- Parts of the Function -- Publicity -- Advertising -- Press Agentry -- Public Affairs -- Issues Management -- Lobbying -- Investor Relations -- Development -- Confusion of Terms -- Toward Recognition and Maturity -- Practitioners of Public Relations -- Objectives -- Number and Distribution -- Where They Work -- The New Majority: Women -- Education and Preparation -- Salaries -- Work Assignments -- Roles -- Communication Technician -- Expert Prescriber -- Communication Facilitator -- Problem-Solving Facilitator -- What Roles Research Tells Us -- Technicians Versus Managers -- Environmental Influences -- Scanning and Evaluation -- The Glass Ceiling -- Minorities -- Professionalism -- Requirements for Success -- Organizational Settings -- Objectives -- Origins within Organizations -- Establishing a Public Relations Department -- Retaining Outside Counsel -- Public Relations Starts with Top Management -- Staff Role -- Role in Decision Making -- The Internal Department -- The Department's Advantages -- The Department's Disadvantages -- Titles and Reporting Relationships -- Working with Other Departments -- Marketing -- Legal Counsel -- Human Resources -- The Outside Counseling Firm -- Public Relations Firms -- Advertising Agency Ownership -- Specialization -- Reasons for Retaining Outside Counsel.