The Influentials - Hardcover

Keller, Edward

Hardcover

ISBN 10: 0743227298 ISBN 13: 9780743227292

Publisher: Simon & Schuster Ltd, 2003

Synopsis

Based on six decades worth of research and millions of interviews, "The Influentials" profiles the ten percent of Americans who quietly and profoundly influence decisions about the cars the other nine percent drive, the books they read, and the candidates they support. This book tells companies how to win over these people who will--by word of mouth--become their most important sales tool.

About this title

Review:

Daniel Yankelovich Chairman, Public Agenda and Viewpoint Learning, Inc. The study of the nation's opinion leaders is one of social science's most useful endeavors, and Keller and Berry have now added to Roper's distinguished work in the field. What makes their book so enlightening is the rich, detailed, factual picture they draw of how the most active community leaders and forerunner consumers interact with the rest of us. The book is must reading not only for marketers, but also for everyone interested in how our society and culture function. Ray Kotcher Senior Partner and CEO, Ketchum Public Relations Worldwide In keeping with Malcolm Gladwell's The Tipping Point, Keller and Berry provide a roadmap based on decades of research that can guide communications planning in a much more productive and efficient manner than has been possible to date. Brian Tracy Author of Victory: Applying the Proven Principles of Military Strategy to Achieve Greater Success in Your Business and Personal Life Your success in business and personal life will be determined more by your contacts and relationships than any other factor. This practical, powerful book shows you how to develop more of both. Seth Godin Author of Permission Marketing This is a groundbreaking (and breathtaking) book. It starts with a brilliant insight and backs it up with so much logic and so many facts that the conclusions are irrefutable. It leaves only two questions: Are you an Influential? And what are you going to do about integrating this book's insight into your job, your passions, and your life? Philip Kotler S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, and author of Kotler on Marketing Keller and Berry have done a superb job in presenting data and ideas on who the Influentials are and how to work with and through them. This is what the New Marketing is all about. Emanuel Rosen Author of The Anatomy of Buzz The Influentials is one of the best business books I've read in recent years. Packed with rich data collected over several decades, the book explains how to identify Influentials and clarifies many misconceptions about them. Clear, insightful, and extremely well researched, this book is a must-read for anyone interested in marketing or public opinion.

About the Author:

Ed Keller is the CEO of RoperASW. A global marketing research and consulting firm, RoperASW serves many of the world's leading companies in the areas of brand strategy, customer loyalty management, corporate reputation, and communications effectiveness. A nationally recognized expert on marketing and consumer trends, Keller serves on the board of directors of the Advertising Research Foundation and is a member of the Market Research Council.

About this edition

• Publisher: Simon & Schuster Ltd
• Publication date: 2003
• ISBN 10: 0743227298
• ISBN 13: 9780743227292
• Binding: Hardcover
• Number of pages: 288