MENU
Subscribe Sign in

The Influentials

One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy
By Ed Keller, Jon Berry
Read Listen
About the Summary

This groundbreaking book by two consultants from the RoperASW marketing firm identifies the real people around whom marketing strategies, such as word of mouth, revolve. Who are these real people? They are the most influential Americans — the ones who tell their neighbors what to buy, which politician to support and where to vacation. They aren’t necessarily who you expect. They aren’t the richest 10 percent or the best educated 10 percent. They aren’t the early adopters who are always the first to try everything. They are, however, the 10 percent of Americans most engaged in their communities — where they wield a huge amount of influence. Keller and Berry offer numerous guidelines for reaching these Influentials.

Marketing Marketing Strategy Persuasion & Influence
Buy the book at Amazon

More Summaries

  • Repositioning Steven Rivkin, Jack Trout
  • Free Prize Inside! Seth Godin
  • The New Experts Robert H. Bloom
  • This Is Strategy Seth Godin
  • Lies, Damned Lies, and Marketing Atul V. Minocha
  • Create Distinction Scott McKain
Add to bookshelf

Select a shelf to add "The Influentials"

Create new shelf
Cancel
Create a new shelf

After naming your new bookshelf you'll be able to assign products to it from the menu on any product page.

Cancel