‘…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.
Mục lục
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.
Giới thiệu về tác giả
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.
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