The Business of Influence (PDF)
Reframing Marketing and PR for the Digital Age
(Sprache: Englisch)
Media has most definitely evolved, as have the ways in which we
contemplate, design, communicate and execute strategy. And rather
than technological evolution, we're plainly in the midst of a
technological revolution.
We have no choice then but to...
contemplate, design, communicate and execute strategy. And rather
than technological evolution, we're plainly in the midst of a
technological revolution.
We have no choice then but to...
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Media has most definitely evolved, as have the ways in which we
contemplate, design, communicate and execute strategy. And rather
than technological evolution, we're plainly in the midst of a
technological revolution.
We have no choice then but to reframe marketing and PR in the
context of 21st Century technology, 21st Century media and
disintermediation, and 21st Century articulation of and
appreciation for business strategy.
"Today, every organization is in the influence business.
We influence customers to buy from us, employees to work for us,
and the media to write about us. Gone are the days when you could
be your own island. Now, to be successful, you need to live within
the influence ecosystem and that requires a change of mindset.
Fortunately, Philip Sheldrake will show you how."
David Meerman Scott, bestselling author of The New Rules
of Marketing & PR and the new hit Real-Time Marketing &
PR
contemplate, design, communicate and execute strategy. And rather
than technological evolution, we're plainly in the midst of a
technological revolution.
We have no choice then but to reframe marketing and PR in the
context of 21st Century technology, 21st Century media and
disintermediation, and 21st Century articulation of and
appreciation for business strategy.
"Today, every organization is in the influence business.
We influence customers to buy from us, employees to work for us,
and the media to write about us. Gone are the days when you could
be your own island. Now, to be successful, you need to live within
the influence ecosystem and that requires a change of mindset.
Fortunately, Philip Sheldrake will show you how."
David Meerman Scott, bestselling author of The New Rules
of Marketing & PR and the new hit Real-Time Marketing &
PR
Inhaltsverzeichnis zu „The Business of Influence (PDF)“
Foreword. Acknowledgements. Introduction. 1 Where We Are Today. 2 The Six Influence Flows. 3 Influence. 4 The Social Web. 5 Measurement, Complexity and Influence-centricity. 6 The Balanced Scorecard. 7 The Influence Scorecard. 8 Influence Trends. 9 Reframing Marketing and PR. 10 The Chief Influence Officer and Influence Professional. 11 What Now? Glossary of Terms. Endnotes. Index.
Autoren-Porträt von Philip Sheldrake
Philip Sheldrake is a Chartered Engineer, a Co-FoundingPartner of Meanwhile, the venture marketers, a Main Board Director
of Intellect, the UK trade association for the technology industry,
and Board Director of 6UK, a government backed non-profit to
promote adoption of the new Internet protocol in the UK.
He co-founded an award-winning PR consultancy at the end of the
90s, selling it to W2 Group, a Massachusetts based marketing
services group, to become the European HQ of W2's PR company,
Racepoint.
Philip authored The Social Web Analytics eBook 2008, and the
digital marketing chapter of The Marketing Century, a book
celebrating the centenary of the Chartered Institute of Marketing.
He chairs the Chartered Institute of Public Relations group on
measurement and evaluation, presents CIPR TV, and designs and
chairs Internetome, the Internet of Things Conference.
Bibliographische Angaben
- Autor: Philip Sheldrake
- 2011, 1. Auflage, 232 Seiten, Englisch
- Herausgegeben: Philip Sheldrake
- Verlag: John Wiley & Sons
- ISBN-10: 1119973376
- ISBN-13: 9781119973379
- Erscheinungsdatum: 31.03.2011
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- Grösse: 9.26 MB
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Sprache:
Englisch
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