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This book is about the new world of marketing using the Internet. Today branding is about community and conversation. This book shows how to use storytelling, social media and email to build and engage a brand community and how to maintain a dialogue with this community. In recent years, the Internet has caused us to rethink the traditional rules and principles of branding. Yesterday, a brand was what the company told the world it was. Today, a brand is what the community decides it is. The book cites examples from large well-known corporations, but focuses in particular on the winning...

In recent years, we have witnessed a veritable explosion in leadership training and in management coaching. Despite these two trends, research on leadership coaching methods and their usefulness remains scarce. As a practitioner of leadership communication coaching for the past ten years, my research interest stems from a desire to explore and evaluate the effectiveness of such coaching endeavours.Thus, the overall goal of this research is to perform a formal study to test, and to generate hypotheses about, a coaching system I had been using for several years before the research began. This...