David C. Edelman, a co-leader of McKinsey & Company's Global Digital Marketing Strategy practice, reports on how driving online advocacy may be the most effective way to strengthen your brand.
This article was first published in the December 2010 issue of Harvard Business Review.
©2010 by the President and Fellows of Harvard College, All Rights Reserved (P)2010 Audible Inc.
I would not only listen to this again, but I have also passed this along to clients and friends who are indeed mismanaging their marketing budget. Excellent points and great examples to share with others. Great book to keep as a reference.
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