PR pros are often bedeviled when they try to establish a link between communications and intangible assets, such as customer loyalty, brand equity, access to networks and human
capital. Depending on how such assets are combined with financial resources can spell the difference between smoking the competition or being left in the dust. Now, a new study by
the IABC Research Foundation has concluded that for companies to maximize intangible assets they must encourage systematic relationship building among everyone in the
organization.
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