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The Business of Influence
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More About the Author
Product Description
Product Description
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.
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.
From the Inside Flap
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 organization 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?
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 organization 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 organization′s structural and cultural design. This framework, the Influence Scorecard, builds on the Balanced Scorecard and similar business performance management approaches.
Inside This Book
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Customer Reviews
Most Helpful Customer Reviews
2 of 2 people found the following review helpful
Format:Hardcover|Amazon Vine™ Review
(What's this?)
The Author starts off his book by stating that he is not 'an academic' I would have therefore expected his book to be a more practical approach to this topic. However it was not. It was very much like reading a textbook. A reference containing facts which you could learn and regurgitate later. He also mentioned that he wanted to fully explain 'A' before going down the route of how to get to 'B' so that the road would be easier. My satnav gives better directions!
I have spent the last 20 years in business and marketing and have learnt most of what I know through hands-on experience with some large international companies, small companies and my own business alike. I had hoped that this book would have been an easier more accessible guide to what the basics of digital marketing is all about and how to apply it in the growing social web arena.
Marketing is the psychology of influence at its core with an underpinning of business to apply it for results in some way. Influencing consumers, whether it is to buy a product or to think in a particular way about something or someone is the sole purpose of marketing. Facts and figures are necessary for any business approach but only if they are analysed and used to provide some practicaly application to the business. Personally, I felt this book was more a research project which needs taking further to produce something useful.
I initially found this book hard going. I struggled to settle into it and see where it was heading. It was like reading a bad 'who dunnit' without a proper plot and without the clues. I had hoped for some refreshing insight into digital marketing but the author merely presented a lot of facts, which although clearly well researched, just left me 'zigzagging' through this book trying to find a natural flow to his presentation of ideas. In fact, I do not feel that I found any particularly 'new' ideas in here but that could be because I was having difficulty staying interested and focused on what he had to say.
I guess I had expected this book to be more from a viewpoint of new research done on how marketing influences the consumer into thinking or acting in a certain way and how digital marketing and 'social or web' media can be used for this purpose for the ultimate benefit of your business on a long term basis. In actual fact, what it is, is a highly technical marketing analysis which is great for laying out new guidelines for the CIM but I had hoped for a more humanistic, practical approach for marketing practitioners not students or academics wishing to analyse marketing for research purposes.
I have spent the last 20 years in business and marketing and have learnt most of what I know through hands-on experience with some large international companies, small companies and my own business alike. I had hoped that this book would have been an easier more accessible guide to what the basics of digital marketing is all about and how to apply it in the growing social web arena.
Marketing is the psychology of influence at its core with an underpinning of business to apply it for results in some way. Influencing consumers, whether it is to buy a product or to think in a particular way about something or someone is the sole purpose of marketing. Facts and figures are necessary for any business approach but only if they are analysed and used to provide some practicaly application to the business. Personally, I felt this book was more a research project which needs taking further to produce something useful.
I initially found this book hard going. I struggled to settle into it and see where it was heading. It was like reading a bad 'who dunnit' without a proper plot and without the clues. I had hoped for some refreshing insight into digital marketing but the author merely presented a lot of facts, which although clearly well researched, just left me 'zigzagging' through this book trying to find a natural flow to his presentation of ideas. In fact, I do not feel that I found any particularly 'new' ideas in here but that could be because I was having difficulty staying interested and focused on what he had to say.
I guess I had expected this book to be more from a viewpoint of new research done on how marketing influences the consumer into thinking or acting in a certain way and how digital marketing and 'social or web' media can be used for this purpose for the ultimate benefit of your business on a long term basis. In actual fact, what it is, is a highly technical marketing analysis which is great for laying out new guidelines for the CIM but I had hoped for a more humanistic, practical approach for marketing practitioners not students or academics wishing to analyse marketing for research purposes.
2 of 2 people found the following review helpful
Format:Hardcover|Amazon Vine™ Review
(What's this?)
Having previously been impressed by The Marketing Century which itself contains a section by same author and concisely sums up a number of different aspects of marketing effectively, I was hoping for something similar from the Business of Influence. Sheldrake sets himself up as having been a mechanical engineer by trade rather than an a academic and I was therefore hoping he could sum up the points he was going to make in a practical and applicable way. Basically the key point of the book is that "It's all about influence," positive and negative and everything should be evaluated as such. Sheldrake attempts to show how this came about and how it can be used in practice by the use of an "influence scorecard," but fails to actually show how to create one and the introduction is littered with quotes from academic papers which whilst attempting to dismiss them in parts distract more than they add to the authors case.
Overall, having been involved with marketing in various parts of my job I definitely agree with the points Sheldrake is trying to make. What I don't agree with is the way he makes them, the sometimes confusing and small diagrams, the overuse of quotes and failure to apply in detail to real life situations. It comes closer than most academic work in marketing to reality, but still not close enough to apply easily. Stick to the summary in the first few chapters and just read the ones on influence and beyond.
Overall, having been involved with marketing in various parts of my job I definitely agree with the points Sheldrake is trying to make. What I don't agree with is the way he makes them, the sometimes confusing and small diagrams, the overuse of quotes and failure to apply in detail to real life situations. It comes closer than most academic work in marketing to reality, but still not close enough to apply easily. Stick to the summary in the first few chapters and just read the ones on influence and beyond.
2 of 2 people found the following review helpful
Format:Hardcover|Amazon Vine™ Review
(What's this?)
This is a very grown up book aimed at strategists. It certainly isn't light reading and the diagram on page 155 of The LinkedOpenData Project is one of the most complicated diagrams I have ever had to put my reading specs on for. But the book is cleverly laid out, concise and intelligently crafted. A vital tool for anyone masterminding a campaign in this digital and challenging age.
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Most Recent Customer Reviews
It has good features but won't set you on fire
(my own personal comment, I'm rather disappointed to find that the review I wrote for Vine weeks ago somehow failed to make it to the book. I find this happens from time to time. Read more
Published 1 month ago by Angus Jenkinson
Academic view of Digital PR
This book is an academic treatise, rather than a typical business book and as such can be a bit hard-going at times. Read more
Published 2 months ago by M. R. N. Shackelford
Informative but a hard read
I thought this book would have been a more practical guide but actually it's quite academic and at times I felt like I was working towards an exam and at others my brain simply... Read more
Published 4 months ago by L. Thompson
A more unified approach
HOORAY!! After some 30 years of pleading the case, I've found someone else who agrees that Marketing, PR and Advertising are not separate entities, but parts of a whole and should... Read more
Published 4 months ago by A John
Interesting read but quite complex
Really interesting read for anyone interested in digital PR. Some really detailed insight and ideas, however I just found the book quite a difficult read as it lacked examples and... Read more
Published 6 months ago by MG0007
Theory over practice
Philip Sheldrake wrote one of the better chapters in another CIM book I read recently, so I turned to this with interest. Read more
Published 6 months ago by chuggachugga
Excellent resource for digital marketing professionals
This is a very informative, useful read for anyone involved in digital marketing. It moves traditional marketing principles on for the digital age. Read more
Published 7 months ago by H. Eaton
Very useful book on how to present an organisation well, and so how to...
One of the joys of Amazon Vine is that you can take a chance on a book you wouldn't normally buy, and which is outside your area of speciality, but which might be interesting, and... Read more
Published 7 months ago by Dr. Nicholas P. G. Davies
Already nicked and adapted a couple of the charts
I work in the digital communications business and this is an important book as it encourages people to reframe how they view communications and target audiences. Read more
Published 8 months ago by B. Mitchell-innes
Went way over my head - too high brow for me!
I was hoping this book would give me some simple strategies for marketing using the internet and social media i.e. what I thought was the digital age. Read more
Published 10 months ago by D. Bland
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