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2008 Beyond Commodity: Customer-Focused Strategy for Digital Media
Advance Readings

You will find it helpful to read these items before arriving at Northwestern. They are arranged chronologically in the order in which they will be used.


Sunday, October 5

Mike Smith
The Strategy Paradox: Making Choices vs. Creating Options
Running While the Earth Shakes



Monday, October 6

Stacy Lynch
Audience Segments in a Changing News Environment
Is Google Making Us Stupid
Taming the Information Tide

David Stoeffler
Milwaukee Journal-Sentinel Case Studies
Watchdog online section of Journal Sentinel



Tuesday, October 7

Kate Degelau-Pierce
Can You Count on Web Metrics? Debate continues



Wednesday, October 8

Vickey Williams
Five Minute Guide to Culture

Pulling It All Together
Implementing a Customer Orientation: Extension of Theory & Application



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Phone: 847.491.4900 · Fax 847.491.5619