"New marketing is about conversations - listening, having something new to add, and talking like we mean it instead of hiding behind pre-packaged corporate-speak."
So begins Lois Kelly's highly accessible, thought-provoking and informative book, which advocates a conversational approach to marketing in a connected world.
What she has to say about marketing goods and services to people 'outside' a business resonates strongly with the informal coalitions perspective of how change happens 'inside' organizations. And her thoughts on what managers might do from a marketing standpoint provide some equally useful pointers as to how they might lead change more effectively within their organizations.
Continue reading "Beyond Buzz - lessons for leadership communication in organizational change" »
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