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 Who Really Influences Your Customers?
To order this title, and for more information, click here
By
Duncan Brown, Head of European Operations, Influencer50
Nick Hayes, Managing Director, Influencer50
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 that they enable new influencers to emerge, and disperse traditional sources of influence.
– Large and small businesses worldwide
pour billions of pounds each year into influencing what they think are their influencers. This book shows you that most of that money
is being spent on the wrong people, leaving the real influencers all too often untouched.
– Influencers do not do the buying, are not
obvious, cannot be bought, and start off neutral - which is why their potential to affect sales is so great
– Influencers are not all equal - they can be assessed, ranked and prioritised to be used effectively
– Influencers can be influenced – the question is how to
get to them to generate market awareness, leads and address sales barriers
Influencer marketing is closely related to the relentless
rise and success of word of mouth (WOM) and relationship marketing, and is now established as one of the armoury of new techniques professionals
must use. For all those involved in marketing and sales this book will be an essential analysis of how to identify who has influence,
how they apply it, and how you can turn it to your advantage.
Audience
The primary audience for this book is Professional marketing executives, especially marketing directors and managers, sales professionals,
especially sales directors and managers, marketing strategy consultants, PR professionals.
The academic market is 3rd year U/G and
MBA in areas such as Relationship Marketing/KAM.
Contents
Foreword
From ?The Dip? by Seth Godin
Preface
Nick Hayes
Introduction xi
Duncan Brown and Nick Hayes
1 Marketing is broken
2 What?s
wrong with traditional marketing today?
4 Decision-maker ecosystems
5 How influence works
6 Who are your influencers?
7 Identifying
and ranking influencers
8 Who should evaluate the influencers in your market?
9 Marketing to influencers
10 Good, bad and ugly influencers
11 Marketing through influencers
12 Marketing with influencers
13 Evaluating influencer marketing
14 Influencer marketing and word
of mouth
15 Social media – the new influence enablers
16 Influencing through social media
17 Influencing consumers
18 Influencers
in consumer markets
19 How to structure influencer marketing in your organisation
20 Making influencer marketing work for your company
21 The future of influencer marketing
Index
| Bibliographic details |
Paperback, 256 pages, publication date: DEC-2007
ISBN-13: 978-0-7506-8600-6
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 34
GBP 22.99
USD 45
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Books and book related electronic products are priced in US dollars (USD), euro (EUR), and Great Britain Pounds (GBP). USD prices apply to the Americas and Asia Pacific. EUR prices apply in Europe and the Middle East. GBP prices apply to the UK and all other countries.
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See also information about conditions of sale & ordering procedures, and links to our regional sales offices.
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076/734
Last update: 27 Sep 2008
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