If you tune in to industry reports and research, Arthur W. Page Society meeting agendas, and business analyses, the drone of a "trend-in-the-making" is likely to hit you in the face. Apparently, it's all about integration now - integrating structures, integrating functions, integrating people. But if you listen to the people driving the business - the top communications and PR executives - you'll quickly realize that, while it is all about integration, it's really not. Confused? Keep reading and we'll explain.
What’s In A Name? The ‘Integration’ Concept Outgrows Its Moniker
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