The ROI of Thought Leadership, with the authors, Cindy Anderson and Anthony Marshall
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The ROI of Thought Leadership, with the authors, Cindy Anderson and Anthony Marshall
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Welcome to Cindy Anderson and Anthony Marshall, co-authors of The ROI of Thought Leadership subtitled Calculating the value that sets organizations apart.
Cindy is the Chief Marketing Officer and Global Lead for Engagement & Eminence at the IBM Institute for Business Value, and Anthony is Senior Research Director of Thought Leadership also at the IBM Institute for Business Value.
The book is based on interviews with more than 4,000 business leaders, generating some impressive results – for example, 87% of executives say they had made a purchase decision in the last 90 days based on the thought leadership they consume. What is missing from the marketers’ mix that The ROI of Thought Leadership intends to address?
The ROI of Thought Leadership, a concise and compelling 200 or so pages, genuinely packed with data as well as presenting their view in a very direct and personal style, highly recommended – and beautifully presented as a hardback – published by Wiley and available, of course, from Amazon and all good bookshops.
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