Influencer Marketing：Who Really Influences Your Customers？.doc

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Influencer Marketing：Who Really Influences Your Customers？.doc

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Influencer Marketing：Who Really Influences Your Customers？ InfluencerMarketing This page intentionally left blank InfluencerMarketingWhoReallyInfluencesYourCustomers?ByDuncanBrownandNickHayesAMSTERDAM BOSTON HEIDELBERG LONDON NEWYORK OXFORDPARIS SANDIEGO SANFRANCISCO SINGAPORE SYDNEY TOKYOButterworth-HeinemannisanimprintofElsevier Butterworth-HeinemannisanimprintofElsevierLinacreHouse,JordanHill,OxfordOX28DP,UK30CorporateDrive,Suite400,Burlington,MA01803,USAFirstedition2008#Copyright2008ElsevierLtd.AllrightsreservedNopartofthispublicationmaybereproduced,storedinaretrievalsystemortransmittedinanyformorbyanymeanselectronic,mechanical,photocopying,recordingorotherwisewithoutthepriorwrittenpermissionofthepublisherPermissionsmaybesoughtdirectlyfromElsevier’sScienceamp;TechnologyRightsDepartmentinOxford,UK:phone(??44)(0)1865843830;fax(??44)(0)1865853333;email:permissions@elsevier4.AlternativelyyoucansubmityourrequestonlinebyvisitingtheElsevierwebsiteat//elsevier/locate/permissions,andselectingObtainingpermissiontouseElseviermaterialNoticeNoresponsibilityisassumedbythepublisherforanyinjuryand/ordamagetopersonsorpropertyasamatterofproductsliability,negligenceorotherwise,orfromanyuseoroperationofanymethods,products,instructionsorideascontainedinthematerialherein.BritishLibraryCataloguinginPublicationDataAcataloguerecordforthisbookisavailablefromtheBritishLibraryLibraryofCongressCataloging-in-PublicationDataAcatalogrecordforthisbookisavailablefromtheLibraryofCongressISBN:978-0-7506-8600-6ForinformationonallButterworth-Heinemannpublicationsvisitourwebsiteatbooks.elsevierPrintedandboundinHungary08091010987654321Working together to grow libraries in developing countries.elsevier | . | . ContentsForewordviPrefaceviiNickHayesIntroductionxiDuncanBrownandNickHayes1Marketingisbroken12What’swrongwithtraditionalmarketingtoday?113Howbuyersbuy214Decision-makerecosystems285Howinfluenceworks376Whoareyourinfluencers?497Identifyingandrankinginfluencers678Whoshouldevaluatetheinfluencersin