The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy

It's well understood that opinion leaders in society influence the buying decisions of a large number of their friends and colleagues. But how can marketers reach these "influentials"? Top execs from RoperASW (author of the Roper Reports) share their insights in this useful book, which offers in-depth profiles of influentials, advice on identifying them, and tips on how to impress them. Influentials tend to be educated and to demonstrate an "activist orientation" to life—they call their politicians and they let a company know when they are unhappy. They tend to travel frequently and are people-oriented. So how do you reach them? Start by really listening to the folks who call your complaint lines—many of them could be part of this elite group of influencers.