Thought Leadership Essays

Viewing posts from November, 2013

ITL #51 Marketing’s self-destructive focus: time to recognise marketers’ real contribution to the creation of shareholder value

By: Malcolm McDonald 28/11/2013
author"s portrait If Marketing is to demonstrate its true value to an organisation, Finance Directors should be able to put 10 key questions to their CMOs – and expect to get the right answers. By Malcolm McDonald.

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ITL #50 The climate change PR disaster: why is global warming so poorly communicated?

By: Bob Pickard 20/11/2013
author"s portrait PR’s lack of strong senior leadership on global warming work is an embarrassment to the industry. By Bob Pickard.

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ITL #49 The invisible spokesperson: a ‘disease’ rife in Poland

By: Piotr Czarnowski 13/11/2013
author"s portrait Tracking down official spokespersons in Poland all too frequently requires supreme effort. This problem is symptomatic of a bigger picture in which access to information remains challenging. By Piotr Czarnowski.

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ITL #48 The ABC principles: how Chinese companies can control their message in the global marketplace

By: Lydia Lei Lee 06/11/2013
author"s portrait Chinese enterprises are frequently encumbered by negative perceptions outside their homeland. The remedy involves beefing up opinion-shaping mechanisms to tell their story more persuasively. By Lydia Lei Lee.

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