INFLUENCER MARKETING: WHO REALLY INFLUENCES YOUR CUSTOMERS

This book 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. This book demonstrates that - as mass media impact wanes so the role of influencers grows; 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. This book shows reader that most of that money is being spent on the wrong people, leaving the real influencers all too often untouched.