| Description |
1 online resource |
| Contents |
The essence of this book; What it's about; Why it's important; The evidence; A word on terminology; My personal bias; 01 What on earth is Thought Leadership?; Introduction; Initial description; Case study Philips centres on health and well-being; Different types of Thought Leadership; Anatomy of an idea process re-engineering; Related concepts: it's not really ... ; Case study McKinsey gives back; 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 |
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William Lever uses Thought Leadership to clean upRobert 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; Anatomy of an idea globalization comes around again; 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 |
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So where does it come from?Case Study IBM's Institute for business value: how to convert Thought Leadership research into revenue; Anatomy of an idea TQM takes off; Crafting and honing candidate ideas; Case study Baines Simmons diffuses Thought Leadership into the aviation industry; Summary; 04 Components of success and failure; Introduction; How Thought Leadership works; The 'dos': elements of success; Case study Russell Reynolds Associates uses Thought Leadership to hunt; Anatomy of an idea shareholder value (SV); The 'don'ts': constraints and failures |
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So, what, then, are the components of good Thought Leadership?Case study Fujitsu applies Jissen-chi; 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; Case study Richard Susskind thinks on his own; Anatomy of an idea natural beauty: Unilever challenges the beauty myth; Managing the creative content of Thought Leadership programmes; CASE STUDY A leading PR specialist thinks about leaders; Planning the integration of these communication methods and issues |
| Summary |
"Thought leadership consists of companies establishing a relationship with and delivering something of value to their customers that aligns with their brand and company value. In the process they go beyond merely selling a product or service and establish their brand and company as the expert in that field and differentiate themself from competitors. Laurie Young focuses on the tools, techniques and effects of thought leadership as a marketing principle. His book Thought Leadership provides a topical analysis of what thought leadership is, how it works, how to create a thought leadership strategy and what the results are likely to be. Analyzing both the strengths and weaknesses of this core marketing technique, Young provides marketing strategists with the tools and knowledge required to fully take advantage of this often mysterious, but always effective marketing technique"-- Provided by publisher |
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"Thought Leadership is a powerful business tool used by some of the world's leading organisations. It is used extensively in the professions and technology industries. Some budgets for it are bigger than those for global advertising. It has been used by famous individuals to create some of the world's leading advisory businesses, but how do they achieve that position? Thought Leadership is the first book to critically evaluate thought leadership as a serious professional discipline and business tool, exploring how it works, how to create a thought leadership strategy, and the potentially vast rewards of doing so. Laurie Young provides business leaders, senior marketers, individual advisors and functional specialists with the tools and knowledge required to fully exploit the intricacies of this mysterious and often underused, but highly effective, business tool"-- Provided by publisher |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Leadership.
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Marketing -- Management.
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Organizational effectiveness.
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Leadership
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Sales & marketing.
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BUSINESS & ECONOMICS -- Leadership.
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BUSINESS & ECONOMICS -- Marketing -- General.
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BUSINESS & ECONOMICS -- Development -- Business Development.
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BUSINESS & ECONOMICS -- Industrial Management.
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BUSINESS & ECONOMICS -- Management.
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BUSINESS & ECONOMICS -- Management Science.
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BUSINESS & ECONOMICS -- Organizational Behavior.
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Leadership
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Marketing -- Management
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Organizational effectiveness
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Sales and marketing.
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| Form |
Electronic book
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| ISBN |
9780749465124 |
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0749465123 |
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129990808X |
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9781299908086 |
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