I've teamed up with some very useful chaps to form Meanwhile. We're defining venture marketing. Before I explain that further, I'll elaborate on the main trends that make me think Meanwhile is precisely the right approach at the right time.
- Previously distinct disciplines are converging
- There is a renewed focus on measurement and evaluation of marketing and PR related programmes with boards demanding an unprecedented level of accountability
- A new framework must emerge placing influence at the heart of business strategy.
Here's how I present the situation in my upcoming book, The Business of Influence (Wiley, April 2011): Read more