success in this area, and creative people are necessary to prepare press releases and advertising campaigns. Every company has accounting and bookkeeping needs, which may be met either by professionals in-house, or by an outside agency with an in-house liaison (Jenks and Zevnik, 112).
Large companies, with complex legal requirements, may have attorneys on staff rather than using outside legal firms, which is often what smaller companies do. Large companies may also have a formal data processing department, employing programmers and computer operators and serving only the company's own direct needs.
In order for companies to be successful, these widely diverse people must come to share a vision of what is expected of them and how their effort contributes to the overall success of the company. Such an understanding is not always easy to achieve. Some companies, such as IBM, Hewlett-Packard and Minnesota Mining and Manufacturing (3M) have achiev
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