The business of influence: reframing marketing and PR for the digital age
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Chichester [u.a.]
Wiley
2011
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XII, 210 S. graph. Darst. 23 cm |
| ISBN: | 9780470978627 0470978627 |
Internformat
MARC
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| 245 | 1 | 0 | |a The business of influence |b reframing marketing and PR for the digital age |c Philip Sheldrake |
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| 300 | |a XII, 210 S. |b graph. Darst. |c 23 cm | ||
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| 653 | |a Marketing--Management. | ||
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| 653 | |a Influence (Psychology) | ||
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Datensatz im Suchindex
| _version_ | 1804148425418080256 |
|---|---|
| adam_text | CONTENTS
Foreword
xi
Acknowledgements
xiii
Introduction
xv
The questions this book seeks to answer
xvi
The business context
xix
Influenceprofessional.com
xxi
ι
Where We Are Today
ι
The Cluetrain and Permission Marketing
ι
Marketing and public relations
5
Marketing
6
Public relations
8
Integrated marketing communications
11
Summary
14
2
The Six Influence Flows
15
A clean sheet
15
Some definitions
16
Mapping the interactions
17
Mapping the influence flows
18
Contrasting the six influence flows with the traditional emphases
19
The
2nd
flow and the Internet
20
A new stakeholder
23
Summary
24
CONTENTS
3
Influence
25
Summary
29
4
The Social Web
31
Social Web analytics
33
Characteristics of social Web analytics services
35
Achieving an Awesome Analytics Advantage
43
Summary
43
5
Measurement, Complexity and Influence-centricity
45
Measurement
45
The Barcelona Principles
45
Influencer-centric
47
No standard for influence
49
The complexity of influence
51
Innovation-driven complexity
59
Why do we think it s not complex?
60
Influence-centric
62
Focus on the influenced
63
Tracing influence
67
Summary
74
6
The Balanced Scorecard
77
An overview
78
Business
101 -
the problem
79
The Balanced Scorecard perspectives
80
The right metrics
82
Cause and effect
84
Strategy maps
84
Office of strategy management
91
Return on investment
93
Back to influence
94
Summary
95
7
The Influence Scorecard
97
The Balanced Scorecard and the Influence Scorecard
98
CONTENTS
Taking a lead ioo
Influence objectives
ιοί
Influence strategy
104
The CMO s dilemma
105
Mapping the influence strategy
106
The Influence Scorecard and
OSM
112
Constructing the Influence Scorecard
112
Selecting your metrics
113
The AMEC grid
115
Budgeting
117
ROI
117
In the face of chaos
121
Influence capability maturity model
124
Another scorecard
124
The Influence Scorecard and integrated marketing
communications
126
Summary
132
8
Influence Trends
135
Mobile and other things
135
New opportunities
138
Privacy, data ownership and sharing
139
Who owns the data?
139
Digital detritus
142
Browser history
143
A question of policy
144
A question of leadership
145
A potential privacy framework for the influence professional
146
Buyer marketing
151
Knowing what it all means
153
Google loves the semantic Web
156
There s no influence without meaning
157
Summary
157
9
Refraining Marketing and PR
159
Influence performance management
159
CONTENTS
10
The Chief
Influence
Officer
and
Influence
Professional i6i
The Chief
Influence
Officer
162
Chief Communications
Officer
162
Chief Marketing
Officer
164
Chief Information
Officer
166
Chief
Operations Officer
168
Chief
Customer Officer
і б
8
Chief Culture Officer
170
Other
C-suite
titles
170
The Chief Influence Officer (CInflO)
171
The influence professional
173
Organization structure
-
the office of influence performance
management
174
External agency and partners
176
Summary
178
11
What Now?
181
Prerequisites
181
Pre-board-approval actions
182
Post-board-approval actions
182
Glossary of Terms
185
Endnotes 197
Index
205
|
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| id | DE-604.BV039590298 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T00:06:56Z |
| institution | BVB |
| isbn | 9780470978627 0470978627 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-024441412 |
| oclc_num | 756340198 |
| open_access_boolean | |
| owner | DE-473 DE-BY-UBG DE-1043 |
| owner_facet | DE-473 DE-BY-UBG DE-1043 |
| physical | XII, 210 S. graph. Darst. 23 cm |
| publishDate | 2011 |
| publishDateSearch | 2011 |
| publishDateSort | 2011 |
| publisher | Wiley |
| record_format | marc |
| spelling | Sheldrake, Philip 1971- Verfasser (DE-588)1011396408 aut The business of influence reframing marketing and PR for the digital age Philip Sheldrake 1. publ. Chichester [u.a.] Wiley 2011 XII, 210 S. graph. Darst. 23 cm txt rdacontent n rdamedia nc rdacarrier Öffentlichkeitsarbeit (DE-588)4043188-5 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf Marketing--Management. Public relations--Management. Influence (Psychology) Online-Marketing (DE-588)7706419-7 s Öffentlichkeitsarbeit (DE-588)4043188-5 s DE-604 Digitalisierung UB Bamberg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024441412&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Sheldrake, Philip 1971- The business of influence reframing marketing and PR for the digital age Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Online-Marketing (DE-588)7706419-7 gnd |
| subject_GND | (DE-588)4043188-5 (DE-588)7706419-7 |
| title | The business of influence reframing marketing and PR for the digital age |
| title_auth | The business of influence reframing marketing and PR for the digital age |
| title_exact_search | The business of influence reframing marketing and PR for the digital age |
| title_full | The business of influence reframing marketing and PR for the digital age Philip Sheldrake |
| title_fullStr | The business of influence reframing marketing and PR for the digital age Philip Sheldrake |
| title_full_unstemmed | The business of influence reframing marketing and PR for the digital age Philip Sheldrake |
| title_short | The business of influence |
| title_sort | the business of influence reframing marketing and pr for the digital age |
| title_sub | reframing marketing and PR for the digital age |
| topic | Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Online-Marketing (DE-588)7706419-7 gnd |
| topic_facet | Öffentlichkeitsarbeit Online-Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024441412&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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