Sustainable Thought Leadership: How to build awareness and credibility to support business

ISBN-13: 9781439228166 / Angielski / Miękka / 2009 / 156 str.

Sari Aapola

Opis

Many companies, especially small and midsize, suffer from the lack of awareness and credibility. Building thought leadership to support business is a method based on the corporate strategy and culture, and strategic marketing to reach an expert position in the eyes of the stakeholders. This book looks at the relationship between a strong company strategy, the company culture, and the strategic marketing message derived from them. These elements are the building blocks of a thought leader position. A dialogue with the stakeholders guarantees renewal that will help to sustain the leading position. The author has taken a pragmatic approach with guidance, examples, and two extensive case studies from successful growth companies: MySQL and Basware. This book has a strong focus on growing business and has been written for people building growth and success based on customer understanding, good products, and solid expertise: leaders, investors, marketing and HR persons, and company personnel.