The authors show how human resources can be used as a strategic weapon to give a company a competitive advantage. The authors develop a thrust/target matrix and plug in examples to illustrate how companies have used and can use their human resources to do this. (CT)

Discusses the marketing value and strategic necessity of planned and promoted customer education. The article examines customer training by the manufacturer as a definite trend in the microcomputer industry. Elements of a good customer training program are described along with suggestions for starting such a program. (CT)

Criticizes basing public relations efforts in art education unquestioningly upon the practices found in corporate advertising. Urges judicious use of public relations in the arts when applicable. Stresses careful application as the key to survival for the arts in a world dominated by economic and technological priorities. (KO)

Presents a marketing-based approach to college recruitment publications based on three steps: defining the audience; creating the concept or message; and developing the call to action. Fifteen basic axioms for making publications more effective are provided. (TE)

The author attributes the success of the Concord Pavilion (California) to two things, marketing and experience. Experience has taught administrators to make better, more selective programing choices, and marketing has helped them to sell those programs and events. (JMK)