Business of Influence: Reframing Marketing and PR for the Digital Age
Preț: 120,00 lei
Disponibilitate: la comandă
Autor: Philip Sheldrake
ISBN: 9780470978627
Editura: Wiley
Anul publicării: 2011
Pagini: 232
DESCRIERE
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.
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.
Philip Sheldrake is a Chartered Engineer, a Co-Founding Partner 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.
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.
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.
Philip Sheldrake is a Chartered Engineer, a Co-Founding Partner 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.
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