Book Description
One American in ten tells the other nine how to vote, where to eat, and what to buy. They are
The Influentials
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 10 percent or best-educated 10 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" -- who 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.
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"One American in ten tells the other nine how to vote, where to eat, and what to buy. They are The Influentials 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 10 percent or best-educated 10 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"" -- who 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.
Customer Reviews:
Not Recommended.......2007-01-28
If you can read the title, there's not much of a point in reading the rest of the book...except maybe for one section describing how to identify "the influentials". Still, I don't recommend buying it.
Insightful core theme- Doesn't need a full book though.......2005-05-19
Interesting book. Basic premise is that the folks that spread the word about mass market products are not movie stars or early adopters, but folks who are socially and politically active in their communities. Think den mothers, PTA members, folks in the Lions Club, the local city council etc. The notion connects to the concepts outlined in "Tipping Point" about Connectors, Mavens and Salespeople, although the framing is different and in this case Influentials appear to be part Connector, part Maven and part Salespeople.
In any case, it's a valuable insight which is probably relevant across cultures and countries. You don't need to read the whole book but it's worth reading a few chapters.
Good title, but the actual book part just muddles things.......2004-11-18
The Influetials is either just a big statistical blob or I missed something. Keller et al start out by describing the influential as someone who other people in the community kind of look toward. They are very socially connected and respected. There is no doubt in my mind that the proposition that one in ten people has a huge influence on how the other nine think, however instead of exploring the social patterns Keller et al try to define that person whom they call an "Influential" They begin by saying in the first chapter that statistics can't pinpoint an influential and then spend most of the book tossing statistics on influentials at the reader - lots of tables that don't tell me anything.
One thing that I found interesting were the case studies scattered through the book. Basically these were mini-biographies of influentials slanted more towards what they were up to at the moment. Even these weren't all that helpful.
I recommend skipping The Influentials. The title is really good but the book doesn't focus or do much to back it up. Actually things just get muddled. The Tipping Point by Malcome Gladwell has a good bit of discussion about who influences opinions and how. Check that out instead.
The Influentials.......2004-03-31
The Roper organization has long been known for the quality and reliability of its data. Now it has given us a remarkable distillation of information in order to show how a select group of people carry more weight in the decision-making processes of the rest of us.
In "The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat and What to Buy," Jon Berry and Ed Keller of Roper ASW tell us how certain people stay ahead of the curve and, essentially, create and maintain that most precious of marketing commodities: "word of mouth."
Of course, the real trick is discover how channels of influence weave their way through the popular culture and subtly induce us to buy. The "Influentials" among us have mastered this because, according to Berry and Keller, they are more likely to accept new ideas, to ask questions, and to listen carefully. With its fact-based approach, "The Influentials" brings us into the lives of people whose habits, desires and innate characteristics enable them to create the "buzz" that will lead to product success.
The book is extremely well documented, with lots of charts and graphs that go back through 30 years or Roper research. As a marketing professional, I was impressed with their arguments and their proven methods. Great book. I say, go for it !.
There *is* good information in here.......2004-02-11
There really is good information in this book. And some of the findings are certainly useful for understanding this important segment of the population.
However, the book reads like a 300+ page market research report. You are bombarded with statistic after statistic embedded in what seems to be every other sentence.
If you manage or market consumer products professionally, you will probably find this book useful. If you're reading this for personal interest, be aware that it is a bit tedious to read.
Average customer rating:
- A bible for Consumer Marketing
- Consumer Behavior and Marketing Action
|
Consumer Behavior and Marketing Action
Henry Assael
Manufacturer: South-Western Pub
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ASIN: 0538867701 |
Book Description
This text has always been near the managerial endpoint of the continuum of consumer behavior texts. It is the most highly regarded and respected text in its approach group. Specific acknowledgment and increased coverage of the macro approach included in the new edition should encourage those who appreciate the managerial approach to stay with the text.
Customer Reviews:
A bible for Consumer Marketing.......2001-03-09
I was lucky enough to have taken Professor Assael's (the author) Consumer Behavior class at Stern School of Business - NYU. The class and book provided invaluable learnings regarding consumer behavior and how to incorporate behavioral knowledge into marketing programs. I have referred to the book frequently since.
Consumer Behavior and Marketing Action.......2000-04-27
This is a good book, easy to read and understand. The content is applicable to the real world situations.
Book Description
Making a commitment in advance to buy vaccines if and when they are developed would create incentives for industry to increase investment in research and development. New commercial investment would complement funding of research and development by public and charitable bodies, accelerating the development of vital new vaccines for the developing world.
This report presents the proposal from theory to practice, by showing how a commitment can be consistent with ordinary legal and budgetary principles. By creating arrangements that devote the same scientific effort to diseases of the poor as we put into diseases of the rich, we can make a lasting contribution to the defeat of poverty.
Customer Reviews:
Praise for Making Markets for Vaccines.......2005-05-24
"The innovative ideas presented in this book are intended to provide incentives to the private sector to conduct research and development to address the major killer diseases of the poor in the developing world. It offers specific and creative proposals for utilizing market mechanisms to address one of the critical challenges facing the world today. These proposals merit the support of all those concerned about these global challenges. I certainly endorse and fully support the proposals."
- Meles Zenawi, Prime Minister of Ethiopia
"This is an innovative and practical idea which would unleash the resources of the private sector to develop vaccines that would protect millions of people from terrible diseases. Making Markets for Vaccines is policy analysis at its best: realistic, evidence-based and focused on the world's most pressing challenges."
- Tony Blair, Prime Minister of the United Kingdom
"Deadly diseases like AIDS that devastate developing countries are not only a humanitarian issue, they are a security issue for the United States. To develop vaccines against the world's most dangerous diseases, the international community will have to think more strategically and act more collaboratively than it has in the past. This book is an important contribution to that effort."
- Senator Richard G. Lugar, Chairman of the U.S. Senate Foreign Relations Committee
Average customer rating:
|
Market Research In Action
Michael Roe
Manufacturer: Int. Cengage Business Press
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ASIN: 1861529384 |
Book Description
Market Research in Action is an examination of various marketing research techniques using a running case study based on a real product. The use of this device shows how research impacts on product development and the product launch, with particular reference to fast moving consumer goods. To demonstrate other marketing research techniques the author has added additional cases introducing a selection of techniques to show how these techniques are developed or used in different arenas, for instance while dealing with service products or marketing in a retail, international and B2B marketing environment.
Average customer rating:
|
Customer Orientation And Market Action
Michael D. Johnson
Manufacturer: Prentice Hall
ProductGroup: Book
Binding: Paperback
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ASIN: 0133286673 |
Customer Reviews:
Customer Action.......2000-05-03
Dr. Johnson presents an insightful primer of consumer behavior, and how the manager can best serve the customer. By using the information contained within the book, one can better understand the myriad of factors that drive consumer behavior, and the market's reaction to them.
Book Description
This digital document is an article from Fairfield County Business Journal, published by Westfair Communications, Inc. on September 30, 2002. The length of the article is 867 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
Citation Details
Title: Action steps for small-business slow periods. (View Point).
Author: Thomas L. Greenbaum
Publication:
Fairfield County Business Journal (Magazine/Journal)
Date: September 30, 2002
Publisher: Westfair Communications, Inc.
Volume: 41
Issue: 39
Page: 38(1)
Distributed by Thomson Gale
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Actions and reactions: exploring international students' use of online information resources. : An article from: Australian Academic & Research Libraries
Hilary Hughes
Manufacturer: Thomson Gale
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ASIN: B000FDKC2I
Release Date: 2006-04-12 |
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This digital document is an article from Australian Academic & Research Libraries, published by Thomson Gale on December 1, 2005. The length of the article is 4212 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
Citation Details
Title: Actions and reactions: exploring international students' use of online information resources.
Author: Hilary Hughes
Publication:
Australian Academic & Research Libraries (Magazine/Journal)
Date: December 1, 2005
Publisher: Thomson Gale
Volume: 36
Issue: 4
Page: 169(11)
Distributed by Thomson Gale
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Behavioral models for market analysis: Foundations for marketing action
Manufacturer: Dryden Press
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ASIN: 0030136164 |
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Business Market Research (Marketing in Action)
Leonard Clark
Manufacturer: Kogan Page Ltd
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ASIN: 0749419849 |
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THE CAPITAL MARKET REACTION TO LAWSUITS: SOME ADDITIONAL EVIDENCE.: An article from: International Journal of Commerce and Management
Raymond A. K. Cox , and
Dwight B. Jr. Means
Manufacturer: International Academy of Business Disciplines and Eberly College of Business Inf
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ASIN: B00099PDEK
Release Date: 2005-07-28 |
Book Description
This digital document is an article from International Journal of Commerce and Management, published by International Academy of Business Disciplines and Eberly College of Business Information Technology on March 22, 1999. The length of the article is 4250 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
Citation Details
Title: THE CAPITAL MARKET REACTION TO LAWSUITS: SOME ADDITIONAL EVIDENCE.
Author: Raymond A. K. Cox
Publication:
International Journal of Commerce and Management (Refereed)
Date: March 22, 1999
Publisher: International Academy of Business Disciplines and Eberly College of Business Information Technology
Page: 45
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The Future of North-South Relations: Towards Sustainable Economic and Social Development (Forward Studies Series)
Manufacturer: St. Martin's Press
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Binding: Hardcover
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ASIN: 0312216017 |
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Eurofutures: Five Scenarios for the Next Millenium
David Smith
Manufacturer: Capstone
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Binding: Hardcover
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ASIN: 1900961164 |
Book Description
"Few issues lend themselves better to multi-scenario planning than the future of Europe. Here David Smith has filled a glaring gap. He has done so with breadth of vision, open-mindedness, and an authorative command of this complex subject. It is a combination that makes this thoughtful book a must for business planners and policy makers. It also uniquely appeals to Europhiles and Euro-sceptics alike."
—Bill Jamieson, Sunday Telegraph
"At a time when Europe’s future is the subject of a grand experiment, this detailed exploration of what the results might be is invaluable. Everyone will find something to agree with — or disagree with — in Eurofutures. Either way it provides an immense amount of food for thought."
—Diane Coyle, The Independent
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Papua New Guinea Investment And Business Guide
USA International Business Publications
Manufacturer: International Business Publications, USA
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ASIN: 073978742X |
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Papua New Guinea Investment and Business Guide (World Investment and Business Guide Library)
Igor Oleynik
Manufacturer: International Business Publications USA
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Release Date: 2006-01-01 |
Book Description
Ultimate guide for conducting investment, export-import activity in the country. Strategic and business info, contacts, regulations and more. Updated annually
Download Description
BUS026000
Book Description
This study guide contains basic information on economy, government, business, history and geography, climate, traditions, people, places to visit. Provides information on government, political organizations, and more... Includes basic statistics, information on the most important business contacts and business travel. Updated annually.
Book Description
This investment guide contains basic information on economy, business, export-import and investment climate, opportunities, regulations. Provides strategic information on economy, industrial development, banking, and government. Includes information on the most important business contacts and business travel. Updated annually.
Book Description
This investment guide contains basic information on economy, business, export-import and investment climate, opportunities and regulations. Provides strategic information on economy, industrial development, banking, and government. Includes information on the most important business contacts and business travel. Updated annually.
Average customer rating:
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Papua New Guinea Investment and Business Guide (World Spy Guide Library)
Manufacturer: Intl Business Pubns USA
ProductGroup: Book
Binding: Paperback
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ASIN: 0739769944 |
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Papua New Guinea: A Spy Guide (World Business and Investment Opportunities Library)
Manufacturer: Intl Business Pubns USA
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ASIN: 0739785761 |
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Strategic and practical information on government, national security, army, foreign and domestic politics, conflicts, relations with the US, international activity, economy, technology, mineral resources, culture, traditions, govt
Books:
- The International Dictionary of Event Management (The Wiley Event Management Series)
- The Publishing List: The Self-Publishers' Book of Essential Information
- The Recruiter's Almanac of Scripts, Rebuttals and Closes
- Trade Policy Review: Maldives 2003
- Trends in the World-Wide Mining Industry (Current Issues of Global Resource Management, Vol. 2)
- Um Guia Do Conjunto De Conhecimentos em Gerenciamento De Projetos (Guia PMBOK): A Guide to the Project Managment Body of Knowledge - Official Portuguese Translation
- Understanding Statistics and Market Research Data
- Vault Guide to Finance Interviews
- Weiss Rating's Guide to Bond and Money Market Mutual Funds Spring 2000
- Who's Who in Italy 2003 Edition (Who's Who red series)
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