Herd: How to Change Mass Behaviour by Harnessing Our True Nature - Couverture rigide

Earls, Mark

Couverture rigide

ISBN 10 : 0470060360 ISBN 13 : 9780470060360

Editeur : John Wiley & Sons Inc, 2007

Synopsis

Can you explain the explosion of social activities like text messaging with little or no promotion of the behaviour? How a Mexican wave happens? The emergence of online communities? Or - more sensitively - the steady rise of floral roadside tributes to traffic accident victims from complete strangers? Unless you have a good explanation of mass behaviour, you'll have little chance of altering it. Herd reveals that most of us in the West have completely misunderstood the mechanics of mass behaviour because we have misplaced notions of what it means to be a human being. With a host of examples from Peter Kay and urinal etiquette to Apple and Desmond Tutu, Mark Earls offers the most new radical, controversial and significant new theory of consumer behaviour in a generation. "At one level a profoundly simple and important idea, that just happens to overturn everything we thought we knew about marketing to the individual." -Adam Morgan, Founder, Eatbigfish "Mark Earls helps us see clearly that we need to re-write the rules and provides us with a playbook for doing so. Are you ready for the 'we' revolution?" -Ed Keller, CEO, The Keller Fay Group "Herd is a dazzling, nutrient-rich read that urged me to see afresh the big underlying forces driving media behaviour and why they especially matter now." -David Abraham, EVP, The Learning Channel "As important to read as Malcolm Gladwell and Adam Morgan were. I cannot recommend it highly enough unless you are a luddite or an ostrich." -Mark Sherrington, Global Brands Director, SABMiller "Read this book. Think about it. If you're going to be any good at your job in the next 20 years then you need to questions your assumptions about how stuff works." -Russell Davies, Founder, Open Intelligence Agency

A propos du livre

Revue de presse

"Earls has a beguiling and an irrepressible intellectual curiosity,so the book becomes a very enjoyable and allusivecompendium ( The Guardian, March 2007)

"Bold in its conception and engaging in execution, offers themost radical new theory of consumer behaviour in a generation"(Gulf Business, March 2007)

" brain–stretching stuff, looking at economic patterns,investment history and behavioural psychology to help the readerbecome a shrewder investigator." (Securities and InvestmentReview, March 2007)

"It will change the way you think about marketing.  Itwill also change the way you think about yourself." (Marketing Direct, November 2007) 

"Earls has a beguiling and an irrepressible intellectual curiosity,so the book becomes a very enjoyable and allusivecompendium ( The Guardian, March 2007)

"Bold in its conception and engaging in execution, offers themost radical new theory of consumer behaviour in a generation"(Gulf Business, March 2007)

" brain–stretching stuff, looking at economic patterns,investment history and behavioural psychology to help the readerbecome a shrewder investigator." (Securities and InvestmentReview, March 2007)

"It will change the way you think about marketing.  Itwill also change the way you think about yourself." (Marketing Direct, November 2007) 

entertaining and thought–provoking BrandStrategy June 2008

Quatrième de couverture

Can you explain the explosion of social phenomena like textmessaging when there has been little or no promotion of thebehaviour? How a Mexican wave happens? The emergence of onlinecommunities? Or more sensitively the steady rise offloral roadside tributes to traffic accident victims?

Unless you have a good explanation of mass behaviour, youwon t have much chance of altering it. This is why so manygovernment initiatives struggle to create real change, why so muchmarketing money fails to drive sales, why most M&A programmesreduce shareholder value and most internal change projectsdon t deliver lasting transformation.

Herd explains the why of our struggles toinfluence mass behaviour. It reveals that most of us in the Westhave misunderstood the mechanics (the how ) of massbehaviour because we have misplaced notions of what it means to behuman. Mark Earls uses a diverse range of different sources,anecdotes and evidence – from Peter Kay and urinal etiquette tointernational rugby and rise of the Arctic Monkeys – to show thatwe are at heart a we–species , but one suffering fromthe illusion of I .

In doing so, Earls challenges some of our deepest ideas toreveal the truth about who we are and what marketers, managers andgovernments can do to set about influencing mass–behaviour. Bold inits conception and engaging in its execution, Herd offersthe most radical new theory of consumer behaviour in ageneration.

Détails de l'édition

• Éditeur: John Wiley & Sons Inc
• Date d'édition: 2007
• ISBN 10: 0470060360
• ISBN 13: 9780470060360
• Reliure: Relié
• Langue: anglais
• Numéro d'édition: 1
• Nombre de pages: 368