Mark Earls

Herd (eBook, PDF)

How to Change Mass Behaviour by Harnessing Our True Nature

• Format: PDF

Produktbeschreibung

"...fascinating. Like Malcolm Gladwell on speed." --THE GUARDIAN "HERD is a rare thing: a book that transforms the reader's perception of how the world works". --Matthew D'Ancona, THE SPECTATOR "This book is a must. Once you have read it you will understand why Mark Earls is regarded as a marketing guru." --Daniel Finkelstein, THE TIMES This paperback version of Mark Earls' groundbreaking and award winning book comes updated with new stats and figures and provides two completely revised chapters that deal with the rise of social networking. Since the Enlightenment there has been a very simple but widely held assumption that we are a species of thinking individuals and human behaviour is best understood by examining the psychology of individuals. It appears, however, that this insight is plain wrong. The evidence from a number of leading behavioural and neuroscientists suggests that our species is designed as a herd or group animal. Mark Earls applies this evidence to the traditional mechanisms of marketing and consumer behaviour, with a result that necessitates a complete rethink about these subjects. HERD provides a host of unusual examples and anecdotes to open the 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 placebo effect in pharmaceutical testing.

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 368
• Erscheinungstermin: 6. Februar 2007
• Englisch
• ISBN-13: 9780470061244
• Artikelnr.: 37289927

Autorenporträt

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 most influential communications companies in the world - his last job was as chair of Ogilvy's Global Planning Council, prior to 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 is considered by many to be amongst the most influential being written about consumer and mass behaviour today. His first book, Welcome to the Creative Age, was widely read and discussed and has been translated into several languages. HERD has received recognition and praise in a number of fields and Mark has travelled extensively to talk about HERD with audiences drawn from both the business and the public sector. Mark lives in North London but would rather be watching cricket or fishing, ideally somewhere sunny.

Inhaltsangabe

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.

Rezensionen

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

"Bold in its conception and engaging in execution, offers the most 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 reader become a shrewder investigator." (Securities and Investment Review, March 2007)

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

"Bold in its conception and engaging in execution, offers the most 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 reader become a shrewder investigator." (Securities and Investment Review, March 2007)

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