Introduction - Why advocacy? Why now?
1. What is advocacy and why it is important?
2. Strategic advocacy management - looking for a managerial model
3. From philanthropy to sustainability through CSR - what's next? Societal context and changing role of the companies
4. Connecting with right audiences for a better impact - imperatives of the influencer marketing
5. Defining a conceptual model for advocacy strategy development
6. Shaping and (re-)defining the discourse Content marketing in advocacy
7. Doing good and being good or simply getting it right - corporate crisis and defensive advocacy
8. New frontier for advocacy - towards an experience-based model of engagement
Epilogue - what's next for advocacy