Business of Influence : Reframing Marketing and PR for the Digital Age

The Business of Influence provides answers to the pressing questions facing everyone in business in this digital age: 1. 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? 2. How should the influence processes permeate the organisation more systematically and measurably, accruing its practitioners more authority and accountability in the boardroom? 3.

What big trends must everyone in the business of influence get to grips with? 4. 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 organisation's structural and cultural design. This framework, the Influence Scorecard, builds on the Balanced Scorecard and similar business performance management approaches.

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SKU SKU9550

ISBN Number 9780470978627

Author Philip Sheldrake

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