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206 Index

vertical structure, 128–31, 132, 198 Wal-Mart, 61, 74, 116–18
departmental arrangement, 132–6 Walton, S., 116
in multinational corporations, 139, 140–1 Weill, S., 74
in professional service organizations, 142 Whetten, D.A., 71–2
in public sector organizations, 141–2 White, J., 98–9, 119, 136, 170
reporting relationships, 136–8 Whittington, R., 99
in small businesses, 138–9 word of mouth, 198
Virgin, 39,72 Wright, D.K., 137
vision, 24, 25, 70, 145, 198 Wylie, F., 164
vision statements, 111
vocabulary of corporate communications, Zaucha,T., 117
22–7, 48–9 zero-based media planning, 46, 114, 198
vocation, 198
vocational perspective, 19, 166