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Influencer Marketing Who Really Influences Your Customers?

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ISBN-10: 0750686006

ISBN-13: 9780750686006

Edition: 2008

Authors: Duncan Brown, Nick Hayes

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Description:

Influencer Marketing is the most important new approach to marketing in a decade for those professionals at the leading edge of purchasing decision making. It shows that key decision makers in all major markets operate within communities of influencers- because major decisions are too complex and risky to taken in isolation. The ???ecosystems??? this creates are full of these critically important people, whose impact on purchasing decisions is both pivotal and misunderstood. This new book demonstrates that- ??? As mass media impact wanes so the role of influencers grows - marketers need to know why and how to use this knowledge ??? The impact of blogs, wikis and other social media is…    
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Book details

Copyright year: 2008
Publisher: Routledge
Publication date: 12/28/2007
Binding: Paperback
Pages: 250
Size: 6.00" wide x 9.25" long x 0.50" tall
Weight: 0.880
Language: English

Nick Hayes is the author of The Rime of the Modern Mariner, an updating of Coleridge's famous poem and among the most highly regarded of recent British graphic novels. He has also published two collections of his short comics, Lovely Grey Day and 11 Folk Songs. He is the founding editor of Meat magazine, a periodical which has been showcasing new writing, comics and illustration for the last six years - and has won two Guardian Media awards.

Foreword
Preface
Introduction
Marketing is broken
What's wrong with traditional marketing today?
How buyers buy
Decision-maker ecosystems
How influence works
Who are your influencers?
Identifying and ranking influencers
Who should evaluate the influencers in your market?
Marketing to influencers
Good, bad and ugly influencers
Marketing through influencers
Marketing with influencers
Evaluating influencer marketing
Influencer marketing and word of mouth
Social media - the new influence enablers
Influencing through social media
Influencing consumers
Influencers in consumer markets
How to structure influencer marketing in your organisation
Making influencer marketing work for your company
The future of influencer marketing
Index