Wiley Management: The Business Of Influence

The Business of Influence: Reframing Marketingand PR for the Digital Age This book provides practical guidance in the restructuringandrefocusing of marketing and PR teams and processes bytheintroduction of a framework in which change can beimplemented,managed and measured. It is enlightening yet utterlypragmatic, andwill be relevant for many years. The book marks thetransition fromthe silos of marketing and PR disciplines to theintroduction ofthe Influence Professional and demonstrates to thosein thebusiness of influencing how to go about influencing in astrategicway that can be clearly measured. The author provides aclearroadmap for businesses to move from where they are now, towherethey need to be. He outlines the skills and