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The Influentials by Edward Keller and Jonathan L. Berry (Hardcover )
US $9.50
ApproximatelyS$ 12.16
Condition:
Very Good
A book that has been read but is in excellent condition. No obvious damage to the cover, with the dust jacket included for hard covers. No missing or damaged pages, no creases or tears, and no underlining/highlighting of text or writing in the margins. May be very minimal identifying marks on the inside cover. Very minimal wear and tear.
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Located in: Tulsa, Oklahoma, United States
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Estimated between Sat, 20 Sep and Sat, 27 Sep to 94104
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30 days return. Seller pays for return shipping.
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eBay item number:226231094796
Item specifics
- Condition
- Features
- Dust Jacket
- ISBN
- 9780743227292
About this product
Product Identifiers
Publisher
Free Press
ISBN-10
0743227298
ISBN-13
9780743227292
eBay Product ID (ePID)
2168200
Product Key Features
Book Title
Influentials : One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy
Number of Pages
368 Pages
Language
English
Publication Year
2003
Topic
Leadership, Marketing / General, Consumer Behavior, Sociology / General, Modern / General
Illustrator
Yes
Genre
Social Science, Business & Economics, History
Format
Hardcover
Dimensions
Item Height
1.3 in
Item Weight
18.8 Oz
Item Length
9 in
Item Width
6 in
Additional Product Features
Intended Audience
Trade
LCCN
2002-034671
Reviews
Emanuel RosenAuthor of The Anatomy of Buzz The Influentials is one of the best business books I've read in recent years. Packed with rich data collected over several decades, the book explains how to identify Influentials and clarifies many misconceptions about them. Clear, insightful, and extremely well researched, this book is a must-read for anyone interested in marketing or public opinion., Daniel Yankelovich Chairman, Public Agenda and Viewpoint Learning, Inc. The study of the nation's opinion leaders is one of social science's most useful endeavors, and Keller and Berry have now added to Roper's distinguished work in the field. What makes their book so enlightening is the rich, detailed, factual picture they draw of how the most active community leaders and forerunner consumers interact with the rest of us. The book is must reading not only for marketers, but also for everyone interested in how our society and culture function., Emanuel RosenAuthor ofThe Anatomy of BuzzThe Influentialsis one of the best business books I've read in recent years. Packed with rich data collected over several decades, the book explains how to identify Influentials and clarifies many misconceptions about them. Clear, insightful, and extremely well researched, this book is a must-read for anyone interested in marketing or public opinion., Philip KotlerS. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, and author of Kotler on Marketing Keller and Berry have done a superb job in presenting data and ideas on who the Influentials are and how to work with and through them. This is what the New Marketing is all about., Seth GodinAuthor ofPermission MarketingThis is a groundbreaking (and breathtaking) book. It starts with a brilliant insight and backs it up with so much logic and so many facts that the conclusions are irrefutable. It leaves only two questions: Are you an Influential? And what are you going to do about integrating this book's insight into your job, your passions, and your life?, Brian TracyAuthor of Victory: Applying the Proven Principles of Military Strategy to Achieve Greater Success in Your Business and Personal Life Your success in business and personal life will be determined more by your contacts and relationships than any other factor. This practical, powerful book shows you how to develop more of both., Brian TracyAuthor ofVictory: Applying the Proven Principles of Military Strategy to Achieve Greater Success in Your Business and Personal LifeYour success in business and personal life will be determined more by your contacts and relationships than any other factor. This practical, powerful book shows you how to develop more of both., Seth Godin Author of Permission Marketing This is a groundbreaking (and breathtaking) book. It starts with a brilliant insight and backs it up with so much logic and so many facts that the conclusions are irrefutable. It leaves only two questions: Are you an Influential? And what are you going to do about integrating this book's insight into your job, your passions, and your life?, Daniel YankelovichChairman, Public Agenda and Viewpoint Learning, Inc.The study of the nation's opinion leaders is one of social science's most useful endeavors, and Keller and Berry have now added to Roper's distinguished work in the field. What makes their book so enlightening is the rich, detailed, factual picture they draw of how the most active community leaders and forerunner consumers interact with the rest of us. The book is must reading not only for marketers, but also for everyone interested in how our society and culture function., Ray KotcherSenior Partner and CEO, Ketchum Public Relations WorldwideIn keeping with Malcolm Gladwell'sThe Tipping Point,Keller and Berry provide a roadmap based on decades of research that can guide communications planning in a much more productive and efficient manner than has been possible to date., Emanuel Rosen Author of The Anatomy of Buzz The Influentials is one of the best business books I've read in recent years. Packed with rich data collected over several decades, the book explains how to identify Influentials and clarifies many misconceptions about them. Clear, insightful, and extremely well researched, this book is a must-read for anyone interested in marketing or public opinion., Brian Tracy Author of Victory: Applying the Proven Principles of Military Strategy to Achieve Greater Success in Your Business and Personal Life Your success in business and personal life will be determined more by your contacts and relationships than any other factor. This practical, powerful book shows you how to develop more of both., Seth GodinAuthor of Permission Marketing This is a groundbreaking (and breathtaking) book. It starts with a brilliant insight and backs it up with so much logic and so many facts that the conclusions are irrefutable. It leaves only two questions: Are you an Influential? And what are you going to do about integrating this book's insight into your job, your passions, and your life?, Ray KotcherSenior Partner and CEO, Ketchum Public Relations WorldwideIn keeping with Malcolm Gladwell's The Tipping Point, Keller and Berry provide a roadmap based on decades of research that can guide communications planning in a much more productive and efficient manner than has been possible to date.
Dewey Edition
21
TitleLeading
The
Dewey Decimal
303.3/4
Table Of Content
Contents INTRODUCTION1.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?2.The Influential PersonalityA 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 · Idiosyncrasy3.The Influence Spiral: How Influentials Get and Spread IdeasThe 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 Instincts4.The Message of Influentials: The Age of Autonomy and the Rise of Self-RelianceThe 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 Up5.The Influential Vision: Seven Trends for the FutureA 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 Convenience6.Developing an Influential Strategy: Six Rules for Getting into the Conversation"Mission Control: We've Got a Problem" · 1. Be Where the Information Is · 2. When Critics Come Knocking, Invite Them In · 3. Get Out into the Community · 4. Make It Easier -- Then Make It Easier Still · A Product That Works: Debit Cards · Profile: Tim Draper · 5. Know "The Exceptions" -- and Keep Up with Them · 6. Be a Brand, and Tell the World · Profile: Sarah Vokes · The Good News -- and Your ChallengeNOTES ON METHODOLOGYACKNOWLEDGMENTSINDEX
Synopsis
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., Steel Drums and Steelbands: A History is a vivid account of the events that led to the eoeaccidentale invention of the steel drum: the only acoustic musical instrument invented in the 20th century. Angela Smith walks readers through the evolution of the steel drum from an object of scorn and tool of violence to one of the most studied, performed, and appreciated musical instruments today. Smith explores the development of the modern steelband, from its roots in African slavery in early Trinidad to the vast array of experiments in technological innovation and to the current explosion of steelbands in American schools. The book offers insights directly from major contributors of the steelband movement with sections devoted exclusively to pioneers and innovators.Drawing on seven years of research, repeated trips to the birthplace of the steel drum, Trinidad, and interviews with steelband pioneers, Smith takes readers far beyond the sunny associations of the steel drum with island vacations, cruise ships, and multiple encores of eoeYellow Bird.e Digging deep into Trinidade(tm)s historye"a tale of indigenous extermination and African slavery, of French settlement and Spanish and British colonialism before mid-century independencee"Smith weaves an unforgettable narrative of talking drums, kalinda stick fights, tamboo bamboo bands, iron bands, calypso, Carnival, and the U. S. military. Together, all played major roles in the evolution of todaye(tm)s steelband and in the panmane(tm)s journey from renegade to hero in the steelbande(tm)s move from the panyards of Trinidade(tm)s poorest neighborhoods to the worlde(tm)s most prestigious concert halls. The reader will discover how an instrument created by teenage boys, descendants of African slaves, became a world musical phenomena. Steel Drums and Steelbands is the ideal introduction to the steel drum, steelbands, and their history., 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.
LC Classification Number
HN65.K43 2003
Item description from the seller
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Seller feedback (19,675)
- eBay automated Feedback- Feedback left by buyer.Past monthOrder completed successfully – tracked and on time
- o***n (167)- Feedback left by buyer.Past 6 monthsVerified purchaseBook as described; fast shipmentWorst Case by Michael Ledwidge and James Patterson ( Hardcover ) (#326059273162)
- i***t (46)- Feedback left by buyer.Past 6 monthsVerified purchaseThe book was listed as "very good" which means no underlining or highlighting, but the book has generous underlining in pen throughout the book.