Details

Autor(en) / Beteiligte

• Brown, Duncan
• Hayes, Nick

Titel

Influencer marketing : who really influences your customers? [Elektronische Ressource]

Ort / Verlag

Amsterdam : Elsevier/Butterworth-Heinemann

Erscheinungsjahr

2008

Link zu anderen Inhalten

• ScienceDirect

Beschreibungen/Notizen

• Includes index
• Foreword -- From 'The Dip' by Seth Godin -- Preface -- Nick Hayes -- Introduction xi -- Duncan Brown and Nick Hayes -- 1 Marketing is broken -- 2 What's wrong with traditional marketing today? -- 4 Decision-maker ecosystems -- 5 How influence works -- 6 Who are your influencers? -- 7 Identifying and ranking influencers -- 8 Who should evaluate the influencers in your market? -- 9 Marketing to influencers -- 10 Good, bad and ugly influencers -- 11 Marketing through influencers -- 12 Marketing with influencers -- 13 Evaluating influencer marketing -- 14 Influencer marketing and word of mouth -- 15 Social media - the new influence enablers -- 16 Influencing through social media -- 17 Influencing consumers -- 18 Influencers in consumer markets -- 19 How to structure influencer marketing in your organisation -- 20 Making influencer marketing work for your company -- 21 The future of influencer marketing -- Index
• Influencer Marketing is the most important new approach to marketing in a decade for those professionals at the leading edge of purchasing decision making. It shows that key decision makers in all major markets operate within communities of influencers- because major decisions are too complex and risky to taken in isolation. The 'ecosystems' this creates are full of these critically important people, whose impact on purchasing decisions is both pivotal and misunderstood. This new book demonstrates that- . As mass media impact wanes so the role of influencers grows - marketers need to know why and how to use this knowledge . The impact of blogs, wikis and other social media is that they enable new influencers to emerge, and disperse traditional sources of influence. . Large and small businesses worldwide pour billions of pounds each year into influencing what they think are their influencers.^
• Electronic reproduction