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The Influentials : One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy by Jonathan Berry and Edward Keller (2015, Trade Paperback)

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item 1 The Influentials: One American in Ten ... by Keller, Edward Paperback / softback
C $10.06
+C $8.22 shipping
item 2 Edward B Keller The Influentials (Paperback) (UK IMPORT)
C $42.10
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item 3 The Influentials (Paperback or Softback)
C $30.35
+C $13.02 shipping
item 4 Influentials, Paperback by Keller, Ed; Berry, Jon, Like New Used, Free shippi...
C $31.44
+C $20.52 shipping
item 5 Influentials, Paperback by Keller, Ed; Berry, Jon, Brand New, Free shipping i...
C $35.46
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item 6 The Influentials: One American in Ten Tells the Other Nine How to Vote, Where...
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Product Information

One American in ten tells the other nine where to shop, what to buy...even how to vote. The Influentials tells who they are, and how they can be influenced. Who are they? The most influential Americans--the ones who tell their neighbors what to buy, which politicians to support, and where to vacation--are not necessarily the people you'd expect. They're not America's most affluent ten percent or best-educated ten percent. They're not the "early adopters," always the first to try everything from Franco-Polynesian fusion cooking to digital cameras. They are, however, the 10 percent of Americans most engaged in their local communities...and they wield a huge amount of influence within those communities. They're the campaigners for open-space initiatives. They're church vestrymen and friends of the local public library. They're the Influentials...and whether or not they are familiar to you, they're very well known to the researchers at RoperASW. For decades, these researchers have been on a quest for marketing's holy grail: that elusive but supremely powerful channel known as word of mouth. What they've learned is that even more important than the "word"-- what is said--is the "mouth"-- w ho says it. They've identified, studied, and analyzed influence in America since the Standard Oil Company of New Jersey (now Exxon) hired Elmo Roper himself to develop a model for identifying opinion leaders, and in The Influentials, they are finally ready to share their results. A few samples: - Influentials have been the "early majority"--leading indicators of what Americans will be buying--for more than five decades, from choosing energy-efficient cars in the 1970s to owning computers in the 1980s to adopting 401(k)s and IRAs in the 1990s to using the Internet and cell phones today. - Influentials have led the way in social development as well, from the revival of self-reliance (in managing their own health care, investments, and consumption) to mass skepticism about the marketing claims of everything from breakfast food to politicians. Although America's Influentials have always been powerful, they've never been more important than now. Today, a fragmented market has made it possible for Influentials to opt out of mass-message advertising, which means that a different route must be taken to capture their hearts and minds. The Influentials is a map for that route, a map that explains who these people are, how they exercise influence, and how they can be targeted. The Influentials features a series of rules and guidelines for marketing to Influentials; case studies of products that have prospered because of Influential marketing (and products that have failed because they lacked it); a history of the phenomenon...and why Influentials are more influential today than ever; and profiles of twelve real-life Influentials. Both an intellectual adventure and a hands-on marketing manual, The Influentials is an extraordinary gold mine of information and analysis that no business can afford to ignore.

Product Identifiers

Publisher
Free Press
ISBN-10
0743227301
ISBN-13
9780743227308
eBay Product ID (ePID)
20038696049

Product Key Features

Book Title
Influentials : One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy
Author
Edward Keller, Jonathan Berry
Format
Trade Paperback
Language
English
Topic
Leadership, Marketing / General, Consumer Behavior, Sociology / General, Modern / General
Publication Year
2015
Genre
Business & Economics, History, Social Science
Number of Pages
368 Pages

Dimensions

Item Length
9in
Item Height
0.9in
Item Width
6in
Item Weight
15.7 Oz

Additional Product Features

Lc Classification Number
Hn65.K43 2003
Copyright Date
2003
Target Audience
Trade
Lccn
2002-034671
Illustrated
Yes

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Picture 1 of 1

The Influentials : One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy by Jonathan Berry and Edward Keller (2015, Trade Paperback)

All listings for this product

item 1 The Influentials: One American in Ten ... by Keller, Edward Paperback / softback

item 2 Edward B Keller The Influentials (Paperback) (UK IMPORT)

item 3 The Influentials (Paperback or Softback)

item 4 Influentials, Paperback by Keller, Ed; Berry, Jon, Like New Used, Free shippi...

item 5 Influentials, Paperback by Keller, Ed; Berry, Jon, Brand New, Free shipping i...

item 6 The Influentials: One American in Ten Tells the Other Nine How to Vote, Where...

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

Best Selling in Books

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The Empyrean Ser.: Iron Flame by Rebecca Yarros (2023, Hardcover)

Cry Baby Coloring Book by Melanie Martinez (2016, Trade Paperback)

The War on Warriors : Behind the Betrayal of the Men Who Keep Us Free by Pete Hegseth (2024, Hardcover)

Camino Ser.: Camino Ghosts : A Novel by John Grisham (2024, Hardcover)

KJV Giant Print Bible Two-Tone Brown/Pink Faux Leather by Christian Art Gifts Inc. (2021, Leather)

Can't Hurt Me : Master Your Mind and Defy the Odds by David Goggins (2018, Paperback)

Save on Books

Sick Fux Paperback

Sailor Moon Raisonne ART WORKS 1991~2023 Normal Edition Book Only NEW

Camino Ghosts : A Novel by John Grisham (2024, Hardcover) Camino Ser.:

THE BOOK OF ENOCH - Translated by R. H Charles (1917 Translation, Hardback)

Rebecca Yarros IRON FLAME Exclusive SIGNED 1st First Edition Hardcover New

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