Influence

Author: [USA] Ed Keller, Jon Berry, Zhang Yong
Publisher:
Publish Date: 2004-04-01
Features: One-tenth of Americans tell others how to vote, where to eat, and what to buy. This one-tenth of Americans represent the influence in American society. Who are they? Influential Americans—those who tell their neighbors what to buy, which political figures to support, and where to go on vacation—are not necessarily the people you imagine. They are not the top 1% in terms of high income or education level. They are not the "early adopters" who try new things. However, they are the top 1% in terms of community involvement. They exert a huge influence in their communities—they are the influencers. Whether you know them or not, they are well-known among the researchers at Roper. For decades, these researchers have been dedicated to finding the legendary magic formula for marketing; that elusive yet powerful marketing channel known as "word-of-mouth." They have discovered that what matters more than "stone" (words) is "mouth" (who says them). They can push your next business idea to new heights or depths; they are the people you must know and understand in an increasingly fragmented market; they are the influencers who open the window to your future success. Influencers is both an academic exploration and a hands-on marketing handbook by the authors themselves. It is a goldmine of extraordinary information and analysis that no one can afford to miss.