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B>C/B>OMPANIES sometimes spend huge sums of money on a public relations campaign, which eventually turns out to be unproductive. 'The primary reason communications campaigns fail is because they are not initiated with clearly stated definition or goals. Hence the desired result is not achieved,' said Anne Gabriel, managing director of Weber Shandwick, an international public relations company that claims to produce success with its Outcome Management (OM) programme.
Aviva Insurance Bhd is intends to increase its marine cargo and fire insurance businesses because of their increasing profitability, said chief executive officer Song Yam Lim.