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    The Influentials (Review and Analysis of Keller and Berry's Book)
    The Influentials (Review and Analysis of Keller and Berry's Book)
    The Influentials (Review and Analysis of Keller and Berry's Book)
    Ebook40 pages24 minutes

    The Influentials (Review and Analysis of Keller and Berry's Book)

    By BusinessNews Publishing

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    About this ebook

    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.
    LanguageEnglish
    PublisherBusiness Book Summaries
    Release dateSep 29, 2014
    ISBN9782511016626
    The Influentials (Review and Analysis of Keller and Berry's Book)

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      Book preview

      The Influentials (Review and Analysis of Keller and Berry's Book) - BusinessNews Publishing

      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 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

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