O'Reilly logo

The Business of Influence: Reframing Marketing and PR for the Digital Age by PHILIP SHELDRAKE

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Summary

  • Social, technological, environmental, legal and economic factors have demanded change to the way we go about marketing and PR
  • The Cluetrain Manifesto and Permission Marketing signalled the cusp of this change in 1999
  • Advertising has, possibly, come under the most pressure
  • Experts don’t agree on what precisely marketing and public relations are, let alone how they should co-exist.

We’re now going to see if we can bring some clarity to this situation by stripping it back and asking ourselves: What exactly are we trying to achieve here?

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required