Earls Herd

How to Change Mass Behaviour by Harnessing Our True Nature
1. Auflage 2009
ISBN: 978-0-470-68548-8
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 368 Seiten, E-Book

"...fascinating. Like Malcolm Gladwell on speed."
--THE GUARDIAN
"HERD is a rare thing: a book that transforms the reader'sperception of how the world works".
--Matthew D'Ancona, THE SPECTATOR
"This book is a must. Once you have read it you will understandwhy Mark Earls is regarded as a marketing guru."
--Daniel Finkelstein, THE TIMES
This paperback version of Mark Earls' groundbreaking and awardwinning book comes updated with new stats and figures and providestwo completely revised chapters that deal with the rise of socialnetworking.
Since the Enlightenment there has been a very simple but widelyheld assumption that we are a species of thinking individuals andhuman behaviour is best understood by examining the psychology ofindividuals. It appears, however, that this insight is plain wrong.The evidence from a number of leading behavioural andneuroscientists suggests that our species is designed as a herd orgroup animal. Mark Earls applies this evidence to the traditionalmechanisms of marketing and consumer behaviour, with a result thatnecessitates a complete rethink about these subjects.
HERD provides a host of unusual examples and anecdotes to openthe mind of the business reader, from Peter Kay to Desmond Tutu,Apple to UK Sexual Health programmes, George Bush to Castle Lager,from autism to depression to the real explanation for the placeboeffect in pharmaceutical testing.

Autoren/Hrsg.

Earls, Mark

Inhaltsverzeichnis

Dedication.
Foreword by Russell Davies.
Acknowledgements.
Introduction.
Part One: A 'We-Species' with an illusion of'I'.
1: The Super-Social Ape.
2: The Illusion of 'I'.
3: 'I' vs. 'Us'.
Part Two: The Seven Principles of Herd Marketing.
4: Key Principle No. 1: Interaction.
5: Key Principle No. 2: Infl uence.
6: Key Principle No. 3: Us-Talk.
7: Key Principle No. 4: Just Believe.
8: Key Principle No. 5: (Re-)Light the Fire.
9: Key Principle No. 6: Co-Creativity.
10: Key Principle No. 7: Letting Go.
Part Three: Making Sense of the Herd.
11: Conclusions.
Postscript.
And it's goodnight from him . . . .
Endnotes.
Index.

Über Autor(innen)

Mark Earls is one of the leading thinkers about brands,marketing and mass behaviour.
He has held senior positions in some of the largest and mostinfluential communications companies in the world - his lastjob was as chair of Ogilvy's Global Planning Council, priorto which he was Planning Director at the revolutionary St.Luke's Communications in London.
His written work has regularly won awards from his peers and isconsidered by many to be amongst the most influential being writtenabout consumer and mass behaviour today. His first book, Welcometo the Creative Age, was widely read and discussed and has beentranslated into several languages. HERD has received recognitionand praise in a number of fields and Mark has travelled extensivelyto talk about HERD with audiences drawn from both the business andthe public sector.
Mark lives in North London but would rather be watching cricketor fishing, ideally somewhere sunny.