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

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2

THE SIX INFLUENCE FLOWS

As I am not an academic, I’m not presenting an academic paper. Moreover, there appears to be widespread recognition of a substantial gulf between academe and practitioners in both marketing and public relations disciplines, and you could say the two need to achieve some more two-way symmetrical communication.

Following the previous chapter’s look at where we find ourselves today, this chapter begins a rethink. Fundamentally, I’m interested in finding ways for organizations to perform better – to improve the consistency with which they delight, and learn from, their stakeholders to the advantage of pursuing the vision.

I’m hoping this book might provide food for thought for those reviewing the organizational structure and integration of the traditional marketing and PR silos, and the capabilities demanded of those employed in these and associated disciplines.

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