The business of influence : reframing marketing and PR for the digital age /

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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...

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Bibliographic Details
Call Number:Libro Electrónico
Main Author: Sheldrake, Philip, 1971-
Format: Electronic eBook
Language:Inglés
Published: Chichester, West Sussex : Wiley, 2011.
Subjects:
Internet marketing.
Marketing.
Public relations.
Influence (Psychology)
Marketing sur Internet.
Relations publiques.
Influence (Psychologie)
marketing.
public relations.
BUSINESS & ECONOMICS > E-Commerce > Internet Marketing.
BUSINESS & ECONOMICS > Mail Order.
BUSINESS & ECONOMICS > Marketing > Direct.
BUSINESS & ECONOMICS > Marketing > Multilevel.
BUSINESS & ECONOMICS > Marketing > Telemarketing.
Internet marketing
Marketing
Public relations
Belanghebbenden.
Sociale media.
Analyse (algemeen)
Online Access:Texto completo (Requiere registro previo con correo institucional)
Table of Contents:
  • Cover; Series page; Dedication; Title page; Copyright page; 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; 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.

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