Summary of The Influentials
Copyright © 2003 by Edward B. Keller and Jon Berry
Published by Free Press / Simon & Schuster, Inc., N.Y.
Used by permission.
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The theme of personal influence, buzz and viral spread of ideas and opinions has been the subject of several recent books. This one adds depth of research to the discussion of influence in America. The book is quite thorough, examining the opinions of Influentials across a spectrum of subjects. At times, it offers strong and original insight into the nature of influence. At other times, it seems merely to repeat the obvious observations and commonplace ideas now current in the business press. But getAbstract.com finds it well worth a read, if only to provoke thought about this significant shift in how people make decisions and what that means for your marketing.
In this summary, you will learn
- All about the Influentials, the one in ten of all Americans who determine the opinions of the rest; and
- How to win the Influential’s favor.
About the Authors
Ed Keller is CEO of the global marketing research and consulting firm RoperASW. Jon Berry is a vice president with RoperASW.