Info
The business of influence [[electronic resource] ] : reframing marketing and PR for the digital age / / Philip Sheldrake
| The business of influence [[electronic resource] ] : reframing marketing and PR for the digital age / / Philip Sheldrake |
| Autore | Sheldrake Philip <1971-> |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Chichester, West Sussex, : Wiley, 2011 |
| Descrizione fisica | xxi, 210p |
| Disciplina | 658.8/72 |
| Soggetto topico |
Internet marketing
Marketing Public relations Influence (Psychology) |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-119-97830-0
1-283-40508-3 9786613405081 1-119-97337-6 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910457826903321 |
Sheldrake Philip <1971->
|
||
| Chichester, West Sussex, : Wiley, 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The business of influence [[electronic resource] ] : reframing marketing and PR for the digital age / / Philip Sheldrake
| The business of influence [[electronic resource] ] : reframing marketing and PR for the digital age / / Philip Sheldrake |
| Autore | Sheldrake Philip <1971-> |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Chichester, West Sussex, : Wiley, 2011 |
| Descrizione fisica | xxi, 210p |
| Disciplina | 658.8/72 |
| Soggetto topico |
Internet marketing
Marketing Public relations Influence (Psychology) |
| ISBN |
1-119-97830-0
1-283-40508-3 9786613405081 1-119-97337-6 |
| Classificazione | 85.40 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910781470903321 |
|
Sheldrake Philip <1971->
|
||
| Chichester, West Sussex, : Wiley, 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The business of influence : reframing marketing and PR for the digital age / / Philip Sheldrake
| The business of influence : reframing marketing and PR for the digital age / / Philip Sheldrake |
| Autore | Sheldrake Philip <1971-> |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Chichester, West Sussex, : Wiley, 2011 |
| Descrizione fisica | xxi, 210p |
| Disciplina | 658.8/72 |
| Soggetto topico |
Internet marketing
Marketing Public relations Influence (Psychology) |
| ISBN |
9786613405081
9781119978305 1119978300 9781283405089 1283405083 9781119973379 1119973376 |
| Classificazione | 85.40 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Intro -- The Business of Influence -- Contents -- Foreword -- Acknowledgements -- Introduction -- The questions this book seeks to answer -- The business context -- Influenceprofessional.com -- 1 Where We Are Today -- The Cluetrain and Permission Marketing -- Marketing and public relations -- Marketing -- Public relations -- Integrated marketing communications -- Summary -- 2 The Six Influence Flows -- A clean sheet -- Some definitions -- Mapping the interactions -- Mapping the influence flows -- Contrasting the six influence flows with the traditional emphases -- The 2nd flow and the Internet -- A new stakeholder -- Summary -- 3 Influence -- Summary -- 4 The Social Web -- Social Web analytics -- Characteristics of social Web analytics services -- Achieving an 'Awesome Analytics Advantage' -- Summary -- 5 Measurement, Complexity and Influence-centricity -- Measurement -- The Barcelona Principles -- Influencer-centric -- No standard for influence -- The complexity of influence -- Innovation-driven complexity -- Why do we think it's not complex? -- Influence-centric -- Focus on the influenced -- Tracing influence -- Summary -- 6 The Balanced Scorecard -- An overview -- Business 101 - the problem -- The Balanced Scorecard perspectives -- The right metrics -- Cause and effect -- Strategy maps -- Office of strategy management -- Return on investment -- Back to influence -- Summary -- 7 The Influence Scorecard -- The Balanced Scorecard and the Influence Scorecard -- Taking a lead -- Influence objectives -- Influence strategy -- The CMO's dilemma -- Mapping the influence strategy -- The Influence Scorecard and OSM -- Constructing the Influence Scorecard -- Selecting your metrics -- The AMEC grid -- Budgeting -- ROI -- In the face of chaos -- Influence capability maturity model -- Another scorecard.
The Influence Scorecard and integrated marketing communications -- Summary -- 8 Influence Trends -- Mobile and other things -- New opportunities -- Privacy, data ownership and sharing -- Who owns the data? -- Digital detritus -- Browser history -- A question of policy -- A question of leadership -- A potential privacy framework for the influence professional -- Buyer marketing -- Knowing what it all means -- Google loves the semantic Web -- There's no influence without meaning -- Summary -- 9 Reframing Marketing and PR -- Influence performance management -- 10 The Chief Influence Officer and Influence Professional -- The Chief Influence Officer -- Chief Communications Officer -- Chief Marketing Officer -- Chief Information Officer -- Chief Operations Officer -- Chief Customer Officer -- Chief Culture Officer -- Other C-suite titles -- The Chief Influence Officer (CInflO) -- The influence professional -- Organization structure - the office of influence performance management -- External agency and partners -- Summary -- 11 What Now? -- Prerequisites -- Pre-board-approval actions -- Post-board-approval actions -- Glossary of Terms -- Endnotes -- Index. |
| Altri titoli varianti | Reframing marketing and PR for the digital age |
| Record Nr. | UNINA-9910963591003321 |
|
Sheldrake Philip <1971->
|
||
| Chichester, West Sussex, : Wiley, 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||