Table of Contents
The questions this book seeks to answer
The Cluetrain and Permission Marketing
Marketing and public relations
Integrated marketing communications
Contrasting the six influence flows with the traditional emphases
5 MEASUREMENT, COMPLEXITY AND INFLUENCE-CENTRICITY
The Balanced Scorecard and the Influence Scorecard
Mapping the influence strategy
The Influence Scorecard and OSM
Constructing the Influence Scorecard
Influence capability maturity model
The Influence Scorecard and integrated marketing communications
Privacy, data ownership and sharing