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Thought Leadership

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en Limba Engleză Paperback – October 2013
Like most buzzwords, thought leadership is an often misused and misunderstood term. But what is it really? And why do many of the world's leading companies invest serious money and smart people into this mysterious practice, building dedicated business units to create it? It sounds like business jargon, but this ill-defined term captures a key practice that has been used for many years to create success for individuals, charities and vast companies. Drawing on over 30 years of experience engaging with thought leadership, Laurie Young provides an extensive examination of its history, its purpose, its future, and how you can make thought leadership work for you. Packed with ground-breaking case studies from global organisations such as IBM, Deloitte, Allen & Overy, Fairtrade, Philips and Unilever; and with over 50 unique interviews with some of the world's acknowledged business leaders, Thought Leadership can help anyone involved in the business decision-making process to gain alignment across their company regarding the challenges they face. Thought Leadership can come from any source in business - unique insight, research, executives, customer engagement, product managers, and expert professionals -. We all have knowledge, experience and a point of view. Laurie Young's accessible look at this fascinating and vital business practice is your first step to making thought leadership work for you and your organisation.
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Specificații

ISBN-13: 9780749465117
ISBN-10: 0749465115
Pagini: 344
Ilustrații: black & white illustrations
Dimensiuni: 156 x 234 x 18 mm
Greutate: 0.49 kg
Editura: Kogan Page

Cuprins


The essence of this book
01 What on earth is Thought Leadership?
Introduction
Different types of Thought Leadership
Related concepts: it’s not really...
Towards a definition
Summary
02 Who has used it before? Thought Leadership in business history
Introduction
Boulton & Watt use Thought Leadership to start a revolution
William Lever uses Thought Leadership to clean up
Robert Woodruff uses Thought Leadership to help Coca-Cola grasp the ‘American century’
Bernays uses Thought Leadership as ‘business propaganda’ to help kick-start capitalism and consumerism
The Western business world becomes enamoured with ideas
Silicon Valley uses Thought Leadership to hype tech stocks
Businesses develop organizational competence in Thought Leadership
Summary
03 Where does Thought Leadership come from?
Introduction
First a word on purpose and audience
So where does it come from?
Summary
04 Components of success and failure
Introduction
How Thought Leadership works
The ‘dos’: elements of success
The ‘don’ts’: constraints and failures
So, what, then, are the components of good Thought Leadership?
Summary
05 Communicating and disseminating Thought Leadership
Introduction
First a word on creating and managing the message
The communication methods that have spread Thought Leadership
Managing the creative content of Thought Leadership programmes
A leading PR specialist thinks about leaders
Planning the integration of these communication methods and issues
Summary
06 Thought Leadership strategy and planning
Introduction
First a word on the value of strategy
Useful issues and concepts to think through
Elements of Thought Leadership strategy for the single practitioner
Planning tools for Thought Leadership
Summary
07 An evolving discipline
Introduction
The state of the art
Practicalities
Increasing organizational capability
Thought Leadership and marketing
Different cultures, different thinking, different business models
Historical perspective
The beginning of measurement
A need for academic rigour and verification
Is it a good thing?
Summary
Appendix 1 Publications specifically on Thought Leadership
Appendix 2 Interviews and discussions for this book
References

Notă biografică

Having held senior positions at BT, Unisys and PricewaterhouseCoopers, Laurie Young also founded, built and successfully sold a company. His writing combines practical experience with sound business thinking, drawing on his experience of developing Thought Leadership on: Privatisation, TQM, business process re-engineering, services marketing, value reporting and more. Laurie's previous books include: Marketing the Professional Services Firm, Business Development for Lawyers and From Products to Services.