The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to BuyFree Press, 2003年1月13日 - 353 頁 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. |
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... important than money! People who have gone through illness and hardship often begin to understand that money is not the most important thing in life. Such people often begin to realize that if they could restore their health, they could ...
... important than money! People who have gone through illness and hardship often begin to understand that money is not the most important thing in life. Such people often begin to realize that if they could restore their health, they could ...
第 69 頁
... important . Most grasshoppers of importance to apple growers winter in the egg stage , the eggs be- ing placed in podlike masses below the sur- face of the soil . The nymphs , or young insects , hatch in the spring and begin feed- ing ...
... important . Most grasshoppers of importance to apple growers winter in the egg stage , the eggs be- ing placed in podlike masses below the sur- face of the soil . The nymphs , or young insects , hatch in the spring and begin feed- ing ...
第 267 頁
... important in suicide work (Gallo et al., 2020). School counselors recognize the importance of communication and how ... important parts of suicide assessment (Barrio Minton, 2007). When working with adolescents, using a collaborative ...
... important in suicide work (Gallo et al., 2020). School counselors recognize the importance of communication and how ... important parts of suicide assessment (Barrio Minton, 2007). When working with adolescents, using a collaborative ...
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17 points active advertising American Dream Americans saying areas asked average person best buys brands cell phones companies connection consumer create decisions difference from total e-mail entials environmental example feel Figure fluentials friends half of Influentials hobby ideas important Influ influence Influential Americans Influentials say Influentials think interest Internet investing involved Irvington Isabel Milano issues large numbers Larry Lee learning Leonard Pitt lives magazines Mike Williams million nation newspaper numbers of Influentials opinion leaders parents Percentage of Influential percentage point difference personal computer points higher political problems programs response restaurants Rick White Roper Reports self-reliance Shelley Miller society Sophie Glovier sources substantially sumer television there's things three in four tials Tim Draper tion total public trend values whole word-of-mouth