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. 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.

Table of Contents :

Foreword.
Acknowledgements.
Introduction.
1 Where We Are Today.
2 The Six Influence Flows.
3 Influence.
4 The Social Web.
5 Mesurement, 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.