Download or read book The Influentials written by Edward Keller and published by Simon and Schuster. This book was released on 2003-02-10 with total page 369 pages. Available in PDF, EPUB and Kindle. Book excerpt: One American in ten tells the other nine where to shop, what to buy...even how to vote. The Influentials tells who they are, and how they can be influenced. 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 ten percent or best-educated ten 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.

Download or read book EBOOK Eating Behaviour written by Terry Dovey and published by McGraw-Hill Education (UK). This book was released on 2010-06-16 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt: The book covers the subject of eating and food related behaviour from the five main areas of psychology, including; developmental, cognitive, social, biological, and pathological perspectives. One of the key differentiators with this text is its aim to focus on “normal” Eating Behaviour, with some links into eating disorders and intervention. This book is essential reading for psychology and health psychology students, those taking eating behaviour modules, and eating behaviour and disorders courses. It is also valuable reading for nutritionists, food scientists, occupational therapists and medical students.