Influentials One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy

ISBN-10: 0743227298

ISBN-13: 9780743227292

Edition: 2003

List price: $28.00 Buy it from $3.00
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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 asword of mouth.What they've learned is that even more important than the "word" --whatis said -- is the "mouth" --whosays 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 inThe 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 Influentialsis a map for that route, a map that explains who these people are, how they exercise influence, and how they can be targeted.The Influentialsfeatures 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 Influentialsis an extraordinary gold mine of information and analysis that no business can afford to ignore.
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Book details

List price: $28.00
Copyright year: 2003
Publisher: Free Press
Publication date: 1/13/2003
Binding: Hardcover
Pages: 368
Size: 6.25" wide x 9.25" long x 1.00" tall
Weight: 1.188
Language: English

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.

Introduction
Who Are the Influentials?
Demographics Are Not Influence
Shared Characteristics and Diversity
The Activists
Profile: Isabel Milano
People Who Are Connected
People with Impact
Profile: Larry Lee
People with Active Minds
A Product That Works: The Cell Phone
Trendsetters
A Product That Can Wait: E-Books
Case Study: The Entrepreneurial Wave
Are Influentials Born or Made?
The Influential Personality
A Clear Sense That "This Matters"
Aspirations: The American Dream, the Good Life, and Life's Necessities
Belief in Growth and Change
Profile: Shelley Miller
Balancing Community and Self
Values: Family and Engagement First
Where They Are Satisfied and What They're Working On
Profile: Rick White
Case Study: Green Marketing--the Influential Balance
An Idea That Works: The Integrated Home
Idiosyncrasy
The Influence Spiral: How Influentials Get and Spread Ideas
The Spiral of Influence
Profile: Sophie Glovier
The Water Station
Multiple Sources of Information
Nothing Beats Word of Mouth
If You Get It, Share It
Continuous Provement
Case Study: Influential "Inflection Points" and "Plateaus"
Media: In the Beginning Was the Word
But They Use Other Sources, Too
Profile: Teresa Graham
An Idea That Works but Should Work Better: E-Commerce
They Trust Their Instincts
The Message of Influentials: The Age of Autonomy and the Rise of Self-Reliance
The Self-Reliance Movement
The New Century: The Changes Come to the Surface
Older, More Educated, and More Adept
The Role of Influentials
Opportunities and Challenges
A Different Kind of Activism
Thinking Out of the Orthodox Box
Profile: Mike Williams
Return to Values
Different Levels of Confidence
"The Best Places to Have Money"
Implications for Government and Institutions
Self-Improvement and Learning
Profile: David Pendergrass
A Time for Building Up
The Influential Vision: Seven Trends for the Future
A Window onto the Future
The Legacies Agenda
Profile: Leonard Pitt
Global Connections
High Pace, High Peace
A PC-Centered World
Living Longer Stronger
Profile: Walter Arrowsmith
No Big Brothers
The Limits of Convenience
Developing an Influential Strategy: Six Rules for Getting into the Conversation
"Mission Control: We've Got a Problem"
Be Where the Information Is
When Critics Come Knocking, Invite Them In
Get Out into the Community
Make It Easier--Then Make It Easier Still
A Product That Works: Debit Cards
Profile: Tim Draper
Know "The Exceptions"--and Keep Up with Them
Be a Brand, and Tell the World
Profile: Sarah Vokes
The Good News--and Your Challenge
Notes on Methodology
Acknowledgments
Index
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