by Edward Keller, Jonathan Berry · Free Press · tapa dura · ISBN 9780743227292
VAT included
Hamelyn quality guarantee · checked and verified, or your money back
In this book, Edward Keller and Jonathan Berry explore the concept of the "Influentials," a select group representing 10% of the American population that exerts a disproportionate influence on the consumer, political, and social decisions of their communities. Through decades of research, the authors reveal how this group, often overlooked by traditional marketing strategies, acts as a key driver for the adoption of new trends and behaviors in society.
The work combines deep analysis with a practical guide for marketing professionals, offering strategies on how to identify and connect with these opinion leaders. It is an essential read for understanding the dynamics of word-of-mouth and how brands can navigate a fragmented market to capture the attention of those who truly shape the decisions of others.
