Effectively executing a comprehensive marketing communication strategy.

Marketers are under increasing scrutiny from their management to demonstrate accountability for the resources they receive. Three models are presented to help marketers execute their customer communication activities more effectively. Benefits of using the "Identification of Strategic Communication Elements," "Business Communication" and "Communications Management Process" models include (1) more effective upfront strategic and tactical planning, (2) ensuring key communication principles are addressed, (3) easier communication program communication, (4) provides a framework for program evaluation and market research and (5) increases the creative thinking marketers need when addressing the major marketing challenges. The ultimate benefit is the greater likelihood of more positive marketing results.

In vivo evidence from an Agrostis stolonifera selection genotype that chloroplast small heat-shock proteins can protect photosystem II during heat stress.

Previous in vitro experiments indicated that chloroplast small heat-shock proteins (sHsp) could associate with thylakoids and protect PSII during heat and other stresses, possibly by stabilizing the O2-evolving complex (OEC). However, in vivo evidence of sHsp protection of PSII is equivocal at present. Using previously characterized selection genotypes of Agrostis stolonifera Huds. that differ in thermotolerance and production of chloroplast sHsps, we show that both genotypes contain thylakoid-associating sHsps, but the heat-tolerant genotype, which produces an additional sHsp isoform not made by the sensitive genotype, produces a greater quantity of chloroplast and thylakoid sHsp. Following a pre-heat stress to induce sHsps, in vivo PSII function decreased less at high temperatures in the tolerant genotype. Differences in PSII thermotolerance in vivo were associated with increased thermotolerance of the OEC proteins and O2-evolving function of PSII, and not with other PSII proteins or functions examined. In vivo cross-linking experiments indicated that a greater amount of sHsp associated with PSII proteins during heat stress in the tolerant genotype. PSII was the most thermosensitive component of photosynthetic electron transport, and no differences between genotypes in the thermotolerance of other electron transport components were observed. These results indicate that in vivo chloroplast sHsps can protect O2 evolution and the OEC proteins of PSII during heat stress.