Corporate community relations: the principle of the neighbor of choice

Foreword: Why Merck Needs to Be a Neighbor of Choice by Raymond V. Gilmartin Introduction: The New Expectations for Today's Corporation The Principle of the Neighbor of Choice The Psychological Contract From Balloons and T-Shirts to Neighbor of Choice How to Achieve a Competitive Advantage Implementing Neighbor of Choice The Company Assessment Who Are the Corporation's Communities? The Shadow Constituencies The Community Assessment The Three Strategies The First Strategy: Building Relationships of Trust The Second Strategy: Managing Community Issues and Concerns The Third Strategy: Using Community Programs to Build Trust ...And Achieve a Competitive Advantage The Social Vision Shaping a Social Vision: The Value Premise of the Neighbor of Choice Index