Thought Leadership: Prompting Businesses to Think and Learn

by Young, Laurie

• ISBN13: 9780749465117
• ISBN10: 0749465115
• Format: Paperback
• Copyright: 2013-10-28
• Publisher: Kogan Page Ltd

Summary

In the last century, a number of profound concepts have influenced politics, education and the world of work, such as globalization, climate change, process reengineering or total quality management. What is not generally known is that many of these ideas were created by academics, consultants and professionals who had a vested interest in their success, and they were marketed using an approach called "thought leadership" which has created enormous wealth for practices in firms like the Accenture, PricewaterhouseCoopers and Deloitte. Laurie Young focuses on the tools, techniques and effects of thought leadership as a marketing principle. Thought Leadershipprovides 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 the often mysterious, but always effective marketing technique.