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	These days, they all face the same problem: the waning effectiveness of decades-old practices, resulting from a technology-spurred cavalcade of new media types, communication channels, and consumer behaviors. To respond successfully, companies must adapt to this larger trend, not just adopt each individual manifestation.		These days, they all face the same problem: the waning effectiveness of decades-old practices, resulting from a technology-spurred cavalcade of new media types, communication channels, and consumer behaviors. To respond successfully, companies must adapt to this larger trend, not just adopt each individual manifestation.

	The ascendance of a more complicated, intertwined, and fluid environment will make this change tremendously challenging. ~~Since~~ this trend is already blurring the boundaries between market-facing functions and disciplines, ~~we’ve~~ opted not to call this eBook <b>Marketting 2.0.</b>~~, nor~~ <b>Media 2.0.</b>, but rather <b>Influence 2.0</b>.		The ascendance of a more complicated, intertwined, and fluid environment will make this change tremendously challenging. Because this trend is already blurring the boundaries between market-facing functions and disciplines, we have opted not to call this eBook <b>Marketting 2.0</b> or <b>Media 2.0</b>, but rather, <b>Influence 2.0</b>.