Influencing the influencers: Using upstream social marketing to make changes at the top
ISSN: 0258-0543
Article publication date: 5 November 2018
Issue publication date: 19 November 2018
Abstract
Purpose
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
Upstream social marketing is the best method of enacting change at the highest levels without resorting to violence or civil disobedience. This briefing provides a succinct overview of the current guidelines for successfully implementing upstream social marketing.
Originality/value
The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.
Keywords
Citation
(2018), "Influencing the influencers: Using upstream social marketing to make changes at the top", Strategic Direction, Vol. 34 No. 12, pp. 15-16. https://doi.org/10.1108/SD-10-2018-0198
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited