9,99 €
Mehr erfahren.
- Herausgeber: Business Book Summaries
- Kategorie: Fachliteratur
- Sprache: Englisch
The must-read summary of Ed Keller and Jon Berry's book: "The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy".
This complete summary of the ideas from Ed Keller and Jon Berry's book "The Influentials" shows that, for most people, the first step in the buying process is to ask someone what they think, and then to test-drive those ideas and suggestions with others before making a purchase decision. Therefore, to forecast what direction consumer preferences will move in in the future, it isn’t necessary to research the entire population. In their book, the authors encourage all business owners to know and understand what the "influential people" are thinking - this will give you a good indicator of what the population as a whole will say. This summary provides an insight into the mind-set of these influentials and how you can predict their opinions.
Added-value of this summary:
• Save time
• Understand key concepts
• Expand your business knowledge
To learn more, read "The Influentials" and discover the key to getting the influential people on board, so that everyone else will follow.
Das E-Book können Sie in Legimi-Apps oder einer beliebigen App lesen, die das folgende Format unterstützen:
Seitenzahl: 35
Veröffentlichungsjahr: 2014
Ähnliche
Book Presentation The Influentials by Ed Keller and Jon Berry
Book Abstract
About the Author
Important Note About This Ebook
Summary of The Influentials (Ed Keller and Jon Berry)
1. The Defining Characteristics of the Influentials.
2. The Influentials Mind-set.
3. How the Influence Process Works.
4. The Leadership Role of The Influentials.
5. The Influential’s Insights On What Tomorrow Holds.
6. Six Rules For Developing a Business Strategy for Influentials.
Book Presentation The Influentials by Ed Keller and Jon Berry
Book Abstract
MAIN IDEA
When Americans make buying decisions today, they prefer to do so in conversations with people they respect rather than through one-way advertising communications. For most people, the first step in the buying process is to ask someone what they think, and then to test-drive those ideas and suggestions with others before making a purchase decision. The availability of e-mail, chat groups and bulletin boards on the Internet enhances this trend substantially. Therefore, to forecast what direction consumer preferences will move in the future, it isn’t necessary to research the entire population. Instead, know and understand what the “influential people” are thinking and you’ll have a pretty good leading indicator on what the population as a whole will say.
Put another way, when it comes to effective word-of-mouth marketing, who says it (the “mouth” element) is far more important than what is said (the “word”). Get the “Influentials” on side, and your marketing becomes far more effective. To reach the Influentials, you need to know as much as possible about how they think and so forth. To this end, a snapshot or profile of the Influentials’ mind-set has been developed over the past 60 years by RoperASW, a marketing research firm. This research has identified:
The defining characteristics of the Influentials.A database showing how Influentials think across a range of subjects.A 30-year trend backgrounder of how Influentials will act.An understanding of the key principles needed to get Influentials to absorb new ideas and disseminate them to others.To be successful, therefore, get the Influentials on board first and the broader market will follow.
About the Author
ED KELLER is CEO of RoperASW, a global marketing research firm which has been researching influence since the 1940s. Mr. Keller is a nationally recognized expert in brand strategy, customer loyalty management, corporate reputation and communications effectiveness. He is also on the board of directors of the Advertising Research Foundation and a member of the Market Research Council.
JON BERRY is a vice president of RoperASW. He is the senior research director of Roper Reports, a company published research bulletin which has tracked consumer trends for more than 30 years. Mr. Berry previously worked as marketing editor of BusinessWeek, as an editor and columnist for Brandweek and as the San Francisco bureau manager for Adweek.
The Web site for this book is atwww.theinfluentials.com.
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
Summary of The Influentials (Ed Keller and Jon Berry)
1. The Defining Characteristics of the Influentials.
Influentials are not defined by their demographics because Influentials exist in all demographic groups. Rather, they are defined by their character traits and interests. More specifically, an Influential will have five common characteristics:
1. An activist approach to life
Influentials like to be involved in life, not merely spectators. Therefore they like to do all sorts of things like:
Write letters to the editors of newspapers.Get involved in volunteer community groups, often serving as officers in these organizations.Write to politicians to make their opinions known.Join the political party of their choice.
