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No Straight Lines – Marketing _ Communication for the 21st Century

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No Straight Lines – Marketing _ Communication for the 21st Century Powered By Docstoc
					No
Straight
Lines
–
Marketing
&
 Communication
for
the
21st
Century



 Introduction

 Steve
Watts
is
a
wealthy
Californian
businessman.
Recently
he
decided
he
would
take
his
 family
on
holiday
to
Europe.
He
decided
that
it
would
be
a
good
idea
to
travel
en‐familie
 throughout
Europe,
by
train.
Indeed,
an
elegant
way
to
travel
he
thought,
along
straight
 tracks
and
clockwork
like
schedules
avoiding
the
trials
and
tribulations
of
air
and
car
travel.
 His
children
implored
him
to
take
this
opportunity
to
read
the
Harry
Potter
books,
as
they
 thought
he
would
really
enjoy
them,
as
indeed
they
had
done.
Steve
decided
that
he
would
 leap
into
the
digital
age
–
buy
the
latest
iPod,
and
upload
Harry
Potter
books
as
audio
files.
 
 Donning
the
iconic
white
headphones
as
the
16.16
from
Rome
to
Turin
moved
out
of
the
 station,
Steve
looked
out
of
the
train
window
and
began
to
take
in
the
scenery
and
the
 stories
of
Harry
Potter.
At
the
end
of
the
week,
sitting
down
to
breakfast,
Steve
announced,
 much
to
the
horror
of
his
children
that
he
thought
Harry
Potter
was
severely
over
rated
–
 well
in
fact
more
than
just
over
rated,
Harry
Potter
was
just
plain
rubbish.
His
kids
looked
 perplexed.
Obviously
his
children
disagreed,
so,
Steve
explained
that
there
was
no
structure,
 no
plot
line,
and
the
characters
came
and
went
in
random
order,
constantly.
 


No
Straight
Lines
Marketing
and
Communication
for
the
21st
Century










































































[1]


Steve’s
kids
picked
up
his
iPod
and
looked
at
it
and
then
they
laughed
–
in
fact
they
laughed
 until
they
were
in
tears,
much
to
the
consternation
of
their
father.
Why?
Because
Steve
had
 been
listening
to
Harry
Potter
all
week
on
Shuffle.
Steve
did
not
get
Shuffle
and
so
this
 simple
everyday
story
sits
at
the
very
heart
of
No
Straight
Lines.
Because
for
many
of
us,
we
 have
only
ever
experienced
a
linear
life
and
a
linear
culture,
Steve’s
inability
to
comprehend
 even
the
possibility
of
Shuffle
is
a
simple
but
telling
example
of
that
fact.
 
 A
linear
approach
to
what
we
make,
how
we
make
it,
who
we
make
it
with,
how
we
share
 and
communicate
–
is
a
framework
if
you
will,
or
a
lens
that
sets
us
to
look
upon
our
world
 and
act
in
a
very
particular
fashion.

Shuffle
is
an
example
of
a
non‐linear
approach,
a
means
 by
which
we
can
access,
curate
and
interpret
the
world
in
a
different
way.
But
for
some
is
 very
hard
to
grasp.

 
 Think
about
it
like
this

‐
the
only
straight
lines
made
in
nature
are
made
by
man,
and
 similarly
our
industrial
world
has
been
built
with
the
same
straight‐line
logic
and,
 philosophy.
Yet
nature
is
not
like
that,
it
has
no
straight
lines.
Nature
flows,
nature
is
more
 connected,
grass
roots
and
interdependent.
It
suggests
a
different
type
of
process
and
logic
 at
play
that
is
not;
centralized,
bureaucratic
or
inflexible.
This
is
the
world
of
no
straight
 lines.
 
 For
straight‐line
thinkers
the
world
of
no
straight
lines
is
akin
to
living
in
a
foreign
land;
the
 customs,
language,
symbols
etc.,
are
dis‐lo‐cating‐ly
alien
–
we
are
outsiders,
unable
to
fully
 participate,
as
we
do
not
have
the
comprehension,
nor
the
insight,
or
the
necessary
 capability
to
fully
engage.
We
become
concussed
observers
to
the
vital
world
around
us.

 The
visceral
shock
however,
is,
that
this
is
happening
to
us,
not
in
some
foreign
land,
but,
in
 our
own
backyards.

 Our
world
of
business,
media,
and
communications
is
evolving
from
the
straight‐lines
of
an
 industrial
era
to
the
more
complex
and
networked
world
that
mimics
nature.
This
 interactive
networked
world
isn't
about
vertical
silos,
traditional
notions
of
product
and
 service
creation,
mass‐production
and
mass
media
and
marketing.
It
is
about
the
massive
 flows
of
people,
who
are
connecting,
collaborating,
organising
and
creating
in
a
manner
that
 has
nothing
to
do
with
a
linear
approach
too
much
at
all.
This
is
truly
an
engaged
and
 participatory
culture.
 
 For
over
150
years
our
economies,
culture
and
society
have
been
shaped
by
a
straight‐line
 logic
producing
considerable
economic
success.
However,
in
the
dawn
of
the
Networked‐ Society,
a
straight‐line
logic
of
getting
stuff
done
becomes
a
barrier
to
progress.
Why?
 Because,
the
change
wrought
by
the
networked‐
society
is
structural
–
challenging
how
 markets
and
organizations
have
co‐evolved
over
the
last
150
years.
 This
creates
a
dilemma.
And
the
dilemma
is
this
–
How
can
firms
and
the
people
that
work
 in
those
firms,
develop
coherent
strategies/products
and
services
that
are
premised
upon
 No‐Straight‐Line
principles
–
when
they
have
been
versed
only
in
Straight‐Line
thinking
–
at
 least
for
the
over
35’s
–
from
birth?

 
 The
newspaper
industry
beautifully
represents
the
Shuffle
story
within
the
context
of
 business
‐
the
inability
of
straight‐line
thinkers
to
respond
to
a
networked
society,
where
 25%
of
all
media
will
be
created
by
us
by
2012,
where
the
role
of
information;
how
we
get

No
Straight
Lines
Marketing
and
Communication
for
the
21st
Century










































































[2]


it,
use
it
and
distribute
it
has
changed.
And
where
technologies
are
not
simply
inventions
 which
people
employ
but
are
the
means
by
which
people
are
re‐invented.
Euan
Semple
 argues
that
there
are
8
reasons
why
most
companies
will
fail
in
trying
to
deal
with
what
he
 describes
as
Enterprise
2.0.
 
 [1]
They
think
it
is
about
technology
[2]
They
aren't
prepared
to
deal
with
the
friction
that
 allowing
their
staff
to
connect
generates.
[3]
They
will
assimilate
it
into
business
as
usual
 [4].
They
will
try
to
do
it
in
a
way
that
"maximizes
business
effectiveness"
without
realizing
 that
it
calls
for
a
radical
shift
in
what
is
seen
as
effective
[5]
They
will
grind
down
their
early
 adopters
until
they
give
up
[6]
They
will
get
fleeced
by
the
IT
industry
for
over
engineered,
 under
delivering
solutions,
think
that
Enterprise
2.0
failed
to
live
up
to
its
promise
and
 move
on
to
the
next
fad
[7]
Lack
of
patience
[8]
It
is
not
companies
who
do
Enterprise
2.0
it
 is
individuals.
 
 As
a
consequence
a
new
philosophy
and
language
is
required
to
help
us
build
and
create
for
 the
world
we
now
live
in.
How
we
create
value
by
approaching
what
we
make,
how
we
 make
it
and,
whom
we
make
it
with,
in
the
right
way.

 
 And
that
is
what
these
4
products
are
all
about
 
 These
products
have
been
co­created
and
developed
by
Alan
Moore
of
SMLXL
and

 Euan
Semple
–
2008
 


No
Straight
Lines
Marketing
and
Communication
for
the
21st
Century










































































[3]


1).
Flow(s):

 The
principles
and
philosophy
of
living
in
a
world
of
No
Straight
Lines.
 The
Economist
Manuel
Castells
describes
the
modern
world
as
a
“space
of
flows”
–
flows
of
 people,
capital,
information,
technology,
images,
sounds
and
symbols.
We
need
a
new
logic
 and
common
sense
to
describe
this
world.
We
need
a
new
philosophy
and
framework.
The
 philosophy
is
called
Flow(s).
Flow(s)
provides
a
framework
of
how
we
relate
to
each
other
 in
time
and
space,
how
we
find,
use
and
create
information,
how
we
create
wealth,
how
we
 communicate,
and
how
we
build
more
fluid
and
flexible
organizations.
 
 The
purpose
of
this
product
is
to
explore
and
expand
upon
the
10
principals
of
Flow(s),
 in
which
we
engage
you
in
working
through
these
10
principals.
 

 Component
parts
of
the
product
are:
 Facilitators
will
spend
time
developing
your
understanding
and
comprehension
of
Flow(s)

 and
how
these
principals
are
applied
to
marketing
and
organizational
situations
and
 challenges.
 
 Introductory
session
 Facilitated
workshop
as
the
10
principals
are
examined
 Introductory
films
 Each
principal
of
Flow(s)
carries
a
short
film
examining
an
aspect
of
that
particular
 principal
–
interviews
people
talking
abut
their
direct
experiences.
 Sessions
recorded
–
A/v
and
Audio
 Sessions
blogged
(bloggers?)
 Online
resource
material
 The
Flow(s)
wiki
is
an
online
resource
containing,
information
in
written,
audio
and
 audio‐visual
form
that
provides
comprehensive
in‐depth
information
concerning
 Flow(s)
 
 The
Flow(s)
product
allows
participants
to
answer
these
core
questions
 
 1. How
does
the
language
and
framework
of
Flow
affect
you
organization?
 2. What
would
it
mean
to
adopt
the
principals
of
Flow?
 3. Designing
outcomes
with
Flow
 
 
 Duration:

2
days
 Maximum
8
–
16
people
 
 
 


No
Straight
Lines
Marketing
and
Communication
for
the
21st
Century










































































[4]


2).
No
Straight­Line
Media:

 Understanding
a
media
world
of
No
Straight
Lines.
 
 In
the
mass
society,
the
(mass)
media
was
separate
from
society,
gatekeepers
to
the
 distribution
of
news
and
information.
News
and
information
was
controlled
by
a
few
who
 decided
what
we
could
or
should
know.
News
anchorman
Walter
Cronkite
used
to
finish
his
 daily
broadcasts
with
the
famous
“And
that’s
the
way
it
is”.

 
 In
today’s
world,
the
mass
and
interactive
media
are
embedded
into
society.
Many
people
 talk
about
‘convergence’
as
being
a
technological
phenomenon,
however
MIT
professor
 Henry
Jenkins
argues
that
convergence
is
not
a
technological
one,
but
more
critically
a
 cultural
one.
We
live
in
a
participatory
culture,
embedded
within
this
social‐media
ecology.
 
 For
example,
we
will
create
twenty‐five
percent
of
all
media
generated
by
2012.
You
Tube
 uploads
seven
hours
of
audio‐visual
content
every
sixty
seconds
of
every
day,
365
days
of
 the
year.
Media
and
technologies
in
society
are
not
only
enabling
–
they
are
defining.
 
 Comprehending,
and
seeing
the
rolling
landscape
of
this
social
media
ecology
is
important,
 because
it
will
enable
us
to
make
informed
decisions
on
how
we
communicate,
share,
 disseminate
knowledge
and
information
and
build
marketing
strategies
for
the
future.
 
 
Component
parts
of
the
product
are:
 A
series
of
introductory
films
 Presentations
 Hands
on
workshop
 
 *Depending
on
the
specific
interests
of
the
participants
we
can
tailor
the
workshop
to
 deliver
maximum
relevance
 
 This
product
helps
participants
understand
these
4
core
questions
 
 1. Why
is
social
media
different
to
theories/practice
mass
media?
 2. What
do
we
need
to
learn?
 3. How
does
that
affect
us?
 4. What
does
this
mean
for
organisations,
media
and
brands?
 
 We
outline
and
engage
you
in
the:
 
 1. Philosophy
 2. Tools
 3. Processes
 
 

 Duration:
1
day.
Maximum
8
–
16
people


No
Straight
Lines
Marketing
and
Communication
for
the
21st
Century










































































[5]


3).
No
Straight­Line
Marketing:
 
 Our
world
today
is
not
built
on
traditional
notions
of
content
and
distribution
it
is
about;
 people,
connections,
social
networks,
information
empowerment,
and
discovery.
And,
 people
will
talk
about
you
whether
you
like
it
or
not;
the
good,
the
bad,
and
the
ugly,
so
you
 might
as
well
join
the
conversation.
 
 In
this
jabbering
universe
marketing
has
finally
become
a
conversation.
Because
on
the
 hundreds
of
thousands
of
blogs,
community
sites,
forums,
viral
emails,
bulletin
boards,
 consumers
relentlessly
exchange
views,
complaints,
opinions
and
comments
about
products
 and
services,
about
brands,
about
companies,
about
your
company
–
why
now?
Because
 finally
they
can.
But
brands
are
also
competing
in
the
world
of
attention
economics
whilst
 traditional
notions
of
what
marketing
and
advertising
is,
how
it
is
measured,
bought
and
 sold
is
up
for
grabs.
 
 This
product
enables
our
participants
to
think
about
marketing
in
a
No
Straight
Line
 context.
The
product
explores:
 
 1. What
is
No
Straight
Line
marketing,
how
it
is
made,
who
makes
it?
 2. What
is
the
language
of
No
Straight
Line
marketing?
 3. What
does
No
Straight
Line
commercial
communication
look
like?
 
 The
core
objective
is
to
understand
how
to
“engage”
a
once
passive
audience
into
an
active,
 participatory
group
of
players
and
actors.
 
 This
product
is
a
2‐day
workshop
that
takes
the
learning
and
output
of
the
products
[1]
[2]
 and
applies
that
to
this
workshop.
 
 Workshop
will
include:
 
 Case
histories
presented,
explored
and
discussed,
including
a
presentation
of:
 1. Process
 2. Tools
 3. Knowledge
 4. Team
structures
 5. *Execution
 
 *Development
of
concept
propositions
that
answer
client
problems
as
a
demonstration
of
 No
Straight
Line
Marketing
 
 Access
to
online
resource
of
case
histories
 
 Duration:
2
days
 Maximum
8
–
16
people


No
Straight
Lines
Marketing
and
Communication
for
the
21st
Century










































































[6]


4).
Getting
stuff
done
in
the
world
of
No
Straight
Lines.
 
 In
the
world
of
No‐Straight‐Lines
there
are
no
such
things
as
conscripts
‐
there
are
only
 volunteers.
Young
people
are
coming
into
traditional
organizations
having
spent
the
 entirety
of
their
young
lives:
collaborating,
networking
and
getting
stuff
done
in
very
 different
ways.
They
are
confronted
with
an
alien
world
of:
linearity,
silos,
hierarchies
and
 the
“ego
of
title.”
The
friction
is
palpable
because
the
old
organizational
models
cannot
cope
 with,
or,
take
full
advantage
of
this
new
potential,
unleashed
is
a
profound
transformation
in
 the
way
of
doing
things,
of
getting
stuff
done.
 
 Complex
technological
and
marketing
environments
are
driven
by
networks
of

 highly‐connected
people.
Managing
these
people
requires
different
approaches
and
skills

 of
managers
than
managing
more
conventional
workforces.

 
 The
desire
to
connect
both
with
each
other
and
with
worthwhile
endeavors
affects
staff

 at
a
very
deep
human
level.
Conventional
management
approaches
have
if
anything

 squandered
this
human
characteristic,
but
engaging
staff
in
conversation
with
each
other

 and,
with
customers
affords
the
possibility
of
tapping
passion
which
in
an
undifferentiated
 world
of
appliances
will
be
the
difference
between
success
and
failure
in
future
 marketplaces.

 
 So,
what
does
the
organization
look
like
this
context?
True
and
valuable
insight
is
offered
as
 how
to
navigate
this
treacherous
crossing
–
philosophically,
conceptually
and
practically.
 Two
day
workshop
to
introduce
client
to
the
practicalities
of
social
computing
and
their
 impact
on
the
day
to
day
business
of
getting
things
done.
 
 
 Day
One
 

 What
tools
are
we
talking
about?
 An
overview
of
the
tools
and
applications
which
fall
under
the
banner
social
computing.
 A
brief
look
at
the
origins,
history
and
some
of
the
people
involved.
 
 Interactive
session:
Assessing
the
organisation
 How
ready
are
they
for
this
new
way
of
working?
 What
particular
challenges,
both
technical
and
cultural
might
they
face?
 What
problems
are
they
trying
to
sort?
 What
are
the
main
benefits
they
expect?
 
 The
cathedral
and
the
bazaar:
Forums
and
Social
Networking
Tools
 After
e‐mail
online
forums
were
the
next
major
social
tool
on
the
web.
What
makes
them
 tick,
how
to
start
one
up,
how
to
keep
the
communities
going.

 Social
networking
tools
help
staff
find
and
connect
with
others
and
allow
the
informal
 organisation
to
surface.
 
 

No
Straight
Lines
Marketing
and
Communication
for
the
21st
Century










































































[7]


Writing
ourselves
into
existence:
Weblogs
and
Wikis
 Blogs
are
having
a
huge
impact
on
the
web
and
in
business.
What
actually
is
a
blog?
How
do
 they
set
up
a
corporate
blogging
capability?
What
makes
a
good
blogger?
 Wikis
create
shared
writing
spaces
that
can
be
put
to
all
sorts
of
creative
and
efficient
use.
 What
wiki
tools

are
available
and
which
one
should
they
choose?
How
do
they
encourage
 their
use?
How
do
they
fit
in
with
more
formal
means
of
communication?
 
 Finding
your
way
around:
RSS
and
Folksonomies.
 Now
that
they
have
all
of
these
online
conversations
how
are
they
going
to
keep
track
of
 them?

 How
do
they
classify
and
find
"the
good
stuff"?
 


No
Straight
Lines
Marketing
and
Communication
for
the
21st
Century










































































[8]


Day
Two


 What's
in
it
for
executives?
 How
do
they
react
when
a
blogger
finds
fault
with
your
services
or
their
staff
are
better
 informed
about
their
business
than
they
are?

 What
strategies
should
they
adopt?
How
should
they
engage?

 
 What's
in
it
for
managers?
 How
do
they
engage
with
their
staff
in
online
environments?

 How
do
they
gain
credibility
and
be
seen
to
be
part
of
the
new
world
rather
than
the
old?

 How
do
they
react
if
their
decisions
are
being
criticized
online?
 
 What's
in
it
for
staff?
 How
do
they
overcome
reticence
about
stating
the
obvious?
 How
do
they
make
time
for
doing
all
this
stuff
and
what
its
the
payback?
 How
do
I
find
the
people
I
really
need
to
talk
to?"
 
 Encouraging
take­up
and
use
 How
do
they
encourage
people
to
adopt
these
tools?
 How
do
they
engender
a
self
policing
environment
where
people
take
responsibility
for
 their
use
of
them?
 What
sort
of
problems
are
they
likely
to
encounter
and
how
do
they
deal
with
problems
 when
they
arise?
 
 The
big
wide
world
 How
do
they
engage
with
their
customers
who
are
blogging
about
them,
discussing
them
in
 online
forums
and
writing
the
history
of
their
organisation
in
the
Wikipedia?
 Do
they
get
their
CEO
to
blog
or
get
their
marketing
agency
to
do
it?
 Do
they
encourage
their
staff
to
discuss
their
work
in
their
own
increasingly
online
lives?
 How
do
they
cope
when
it
all
goes
horribly
wrong?
 
 
 Interactive
session:
What
do
we
do
next?
 Having
seen
the
tools
and
gained
an
understanding
of
their
potential
how
are
they
going
to
 take
them
forward
in
their
organisation?
 What
challenges
do
they
perceive
given
what
they
have
learned
and
how
do
they
anticipate
 overcoming
them?
 
 
 Duration:
2
days
 Maximum
8
–
16
people
 


No
Straight
Lines
Marketing
and
Communication
for
the
21st
Century










































































[9]





What
are
the
deliverables
of
No
Straight
Lines
Products?


 1.

Achieve
a
comprehensive
understanding
of
how
to
drive
business
success
–
by
better
 understanding;
the
principals
of
Flow(s),
why
the
integration
of
media
into
society
is
a
 paradigm
buster
and
how
that
effects
the
ways
in
which
we
connect,
communicate,
share
 knowledge
and
information,
how
that
fundamentally
changes
the
way
business
 propositions
(models)
are
conceived
and
developed.

And
finally,
what
the
implications
are
 for
the
structure
of
organizations
and
what
to
do
about
it.
 
 2.

Open
up
the
collective
minds
towards
the
possibilities
of
this
new
marketplace
and,
in
 particular,
help
develop
ideas
on
what
relevant
No
Straight
Line
marketing
and
 communication
initiatives,
might
look
like
for
your
company.
 
 3.
Initiate
an
action
plan
to
realize
the
most
important
ideas
that
emerge,
with
timelines
and
 responsibilities
assigned.
 
 








1.
processes
 








2.
tools
and
technology
 








3.
project
plan
 
 The
Workshop
will
be
facilitated
by
2
people.
We
suggest
the
size
of
the
group
is
limited
to
 10
to
16
senior
decision‐makers.
This
core
group
would
take
on
and
own
the
development
 and
implementation
of
the
ideas
generated
by
the
workshop.
 
 Courses
depending
on
their
nature
may
have
a
number
of
advisors
and
expert
participants.
 
 Who
should
be
attending
the
Courses
&
Workshops?
 Brands,
Mobile,
Investor,
VC
and
Media
organisations
that
have
an
intense
need
to
revive
 their
business
strategies,
to
find
new
ways
to
meaningfully
engage
their
audiences
and
in
so
 doing
build
coherent
roadmaps
and
initiatives
to
survive
in
the
digital
age.
 
 Can
the
relationship
with
SMLXL
or
Euan
Semple
go
beyond
the
workshop?
 Yes.
We
are
developing
long‐term
relationships1with
a
number
of
our
clients
who
identify
 our
insights
and
innovative
approach
to
marketing

and
communications
to
be
highly
 valuable.
This
arrangement
is
probably
best
discussed
post‐workshop.
 
 Timing
 We
recommend
that
you
book
the
workshop
at
least
2
months
in
advance,
and
preferably
 further
ahead
in
our
busy
months.
This
allows
enough
time
for
the
brief
and
preparation
 work
required,
and
also
to
clear
a
2‐day
space
in
the
schedules
of
key
people.
 


No
Straight
Lines
Marketing
and
Communication
for
the
21st
Century










































































[10]



 How
much
does
a
No
Straight
Lines
product
cost?
 Costs
are
based
upon
on
the
number
of
attendees
and
the
level
of
granularity
and
time
 required.
These
can
be
provided
once
a
proper
outline
is
agreed
upon.
 
 We
suggest
when
booking
a
course
or
workshop
that
you
allow
2
months
lead
time
which
 allows
for
the
proper
preparation,
research,
the
development
of
relevant
materials
and
the
 workshop
itself.
 
 If
you
would
like
to
book/discuss
a
workshop
please
contact

 
 Alan
Moore
at
SMLXL
alanm@smlxtralarge.com
 
 Or

 
 Euan
Semple
euan@euansemple.com
 
 
 A
detailed
copy
of
our
terms
of
business
is
available.
If
you
would
like
a
copy
please
contact
 Alan
Moore
at
SMLXL
alanm@smlxtralarge.com
 
 SMLXL
has
undertaken
workshops
for
:
 
 1.
Nokia
 2.
SonyBMG
 3.
T‐Mobile
Germany
 4.
TV2
Norway
 




No
Straight
Lines
Marketing
and
Communication
for
the
21st
Century










































































[11]



 About
Alan
and
Euan


 
 Euan
Semple

 Whilst
at
the
BBC,
Euan
pioneered
the
use
of
weblogs,
wikis
and
online
forums
to
enable
 staff
to
work
more
collaboratively
across
the
organisation.

Euan
also
worked
on
the
BBC’s
 award
winning
leadership
programme,
gaining
experience
in
how
to
engage
and
inspire
 people
with
the
possibilities
of
social
computing
as
a
business
tool.


He
is
now
independent
 advisor
on
social
computing
for
business,
and
a
well
known
writer,
thinker
and
public
 speaker.


His
unique
experience
enables
him
to
provide
inspiration
on
this
wired‐up
world
 of
work
and
strategies
for
how
business
can
prepare
themselves
for
the
challenges
and
 opportunities
presented
by
new
technologies.
 
 Alan
Moore
is
the
Co‐author
of
Communities
Dominate
Brands.
Business
and
 Marketing
Challenges
for
the
21st
Century.
http://communities_dominate.blogs.com/
 
 And
the
founder
of
the
Communication
Consultancy
SMLXL.
(http://smlxtralarge.com)
 
 Alan
is
the
originator
of
the
term,
philosophy
and
principles
of
Engagement
Marketing
and
 Communications.

His
writing
and
work
has
provided
an
international
platform
for
him
to
 address,
radio,
television,
conference
and
digital
audiences
globally.
Reviews
of
his
book
 and
his
articles
have
been
published
many
respected
magazines,
journals
and
newspapers.
 
 He
is
an
executive
director
of
Mass
Niche
Media,
a
board
director
of
the
Social
Marketing
 Intelligence
Company
Xtract
(http://xtract.com)
and
sits
on
the
advisory
board
of
the
IPR
 and
patent
company
CVON.
He
has
taught
mobile
commerce
and
communications
at
the
 Oxford
University
for
Continuing
Education.
 
 


No
Straight
Lines
Marketing
and
Communication
for
the
21st
Century










































































[12]



				
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