The Business of Influence

Beschreibung

The Business of Influence provides answers to the pressing questions facing everyone in business in this digital age: * Following the rise and rise of social media, how can we make sense of the noise in our marketplace to help us achieve our objectives and beat our competitors? * How should the influence processes permeate the organization more systematically and measurably, accruing its practitioners more authority and accountability in the boardroom? * What big trends must everyone in the business of influence get to grips with? * Who does this stuff? What traits and skills are demanded of the modern practitioner? Full of perceptive thought leadership, this book offers a framework to help shape an organization's structural and cultural design. This framework, the Influence Scorecard, builds on the Balanced Scorecard and similar business performance management approaches.
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

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Philip Sheldrake

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Business & Management Wirtschaft Wirtschaft u. Management

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'...questions current approaches to influence, and measuring influence, in all aspects of business.' (Global Innovation Report, July 2011). 'thought provoking...a lively approach to the mass of material...visionary' Communication Director
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