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From Publishers Weekly
There's a group of people, Keller and Berry posit, who are responsible for driving trends, influencing mass opinion and, most importantly, selling a great many products. These are the Influentials, the early adopters who had a digital camera before everyone else and who were the first to fly again after September 11. Like Malcolm Gladwell (The Tipping Point), these authors are keen to point out a common phenomenon and spin it for the edification of marketing executives. Their assertion is that 10% of Americans determine how the rest consume and live by chatting about their likes and dislikes. Keller and Berry spend most of the book bolstering their theory with extensive findings from Roper polls (both authors work for Roper). Following this is a suggested plan of action for capturing Influentials' interest, with suggestions on how to target them, how to sell and even how to treat them in a customer service setting. Being an Influential today is similar to being a Vanderbilt in a bygone era: "[T]he company should invite them in and engage them in a conversation... and keep tabs on them in the weeks that follow." Because its points are so concrete and straightforward, the book should have little trouble finding adherents who want to woo such a powerful consumer base. Keller and Berry's theories are compelling and exceedingly well researched, and should be a boon to anyone looking to promote the next big thing.
Copyright 2002 Reed Business Information, Inc.
Copyright 2002 Reed Business Information, Inc.
From Booklist
The word itself--influentials--has been floating around in the jargon of advertisers and marketers for some time now. Not until Keller and his cronies from the research firm RoperASW explore much more deeply the id and ego of this population segment does any clarity arrive. Based on the solid research of six decades of even more solid research, this compilation and analysis will prompt many nods of agreement, because somewhere, at some time or another, readers have either encountered or become an influential. Neither the wealthiest nor the most powerful, influentials are the one surefire vehicle for the spread of ideas, underscoring the importance of word of mouth. In each chapter, at least one "profile in influence" introduces us to a real-life mover and shaker, an individual who leads an activist, value- and family-filled life. Implications for marketers can be found in case studies, say, on the trend of entrepreneurialism, environmentally friendly products, and the like. From the mayor of Richmond, Indiana, to a Native American who participates in the Iditarod: expect a fact-filled yet intriguing read. Notes on methodologies appended. Barbara Jacobs
Copyright © American Library Association. All rights reserved
Copyright © American Library Association. All rights reserved
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85% kaufen den auf dieser Seite vorgestellten Artikel: The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to BuyEUR 20,99 |
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ABOUT 25 MINUTES north of New York City, Irvington, New York is the kind of town time forgot that is often idealized these days as the perfect place to raise a family. Lesen Sie die erste Seite
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