Delegation, Marketing and Social Capital

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Delegation

Marketing

Social Capital

When Selling Digital Content, Let the Customer Set the Price

Harvard Business Review

NOVEMBER 18, 2013

This architecture reflects three key ingredients of today’s social marketplaces: Empowerment. Companies are embracing the idea of delegating activities to their customers. We see this in marketing with product development and advertising, mostly. Integrate the idea of social capital in the monetization approach.

Price

Price Content Reputation Advertising

Use a Brand Council to Help Steer Strategy

Harvard Business Review

JULY 24, 2014

David Packard, co-founder of Hewlett-Packard, once observed that “Marketing is too important to be left to the marketing people.” And brand stewardship can no longer be under the exclusive purview of marketing departments and brand managers. It can’t be delegated to a marketing department or an advertising agency.

Brand

Brand Strategy Advertising Brand Management

Leadership Digital

When Selling Digital Content, Let the Customer Set the Price

Use a Brand Council to Help Steer Strategy

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