Though with the advent of new technologies and tools 'Marketing' today has become lot more structured and process oriented but still one thing which gives the Marketing Guy a strong competitive edge over his peers is his ability to create Networks and leverage them according to their characteristics
In my 2-3 yrs as a Marketing person, I have come across several types of networks such as Bozo Network, Power Network, Information Network and the most talked ones like Social Network.
The most important 'know how' for creating/managing a network is (a) Ability to position yourself as a saint ( who has no intent whatsoever of leveraging that network and just wants to be a part of it :) ) (b) Communication, both from quality of content and regularity (c) Leverage Knowledge ( When, How and What)
The best part is when you can act as a "Strategic Node" who has access to mutually exclusive networks and provide 'Match making' services , it seriously is FUN :)
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