The Superpromoter by R Vogelaar

The Superpromoter by R Vogelaar

With their word-of mouth advocacy of products or brands, superpromoters influence us and how we buy with the power of enthusiasm. Business managers should not just focus on complaining customers but they should value their enthusiastic friends: the superpromoters. By cultivating the superpromter they can more effectiviely promote their brand.

'The Superpromoter is game-changing! I know it's made me re-think my strategy!' - Suhail Khan, Vice President Philips International, Head of Customer Experience and Market Driven Innovation

'On the surface, the concept and actions of a superpromoter seem obvious ' and that's the dangerVogelaar reminds us we're not hardwired to look for those who are enthusiastic; it's those that criticize that cloud our attention. Therefore, anyone trying to promote anything needs a powerful antidote to counter this fundamental human condition. Vogelaar's book provides it.' - Verne Harnish, Author of Mastering the Rockefeller Habits and CEO of Gazelles

"The superpromotor theory proves to be an effective and efficient tool to better understand the strengths and weaknesses of our brands amongst our most loyal fans. The theory has been fully embraced by our marketeers because of the easiness of implementation and the vibe of energy it provides when talking to our most loyal fans. This theory is a way forward for research and for us!' - Hans Böhm, Marketing Director, Heineken, Netherlands

'The Superpromoter makes a first class addition to the debate on why people do what they do and how marketers and researchers can understand it. Smart, thorough and above all enthusiastic in the way it lays out the case for that ancient sources of human influence - enthusiasmos! Go tell you friends.' - Mark Earls Author of Herd

RIJN VOGELAAR is CEO of Blauw Research. His academic background includes degrees in social psychology and psychological methodology from Amsterdam (University of Amsterdam) and Leeds. He has published in the Journal of Social Psychology and he has over 15 years of experience in market research and customer relations.

SKU	Unavailable
ISBN 13	9780230285095
ISBN 10	0230285090
Title	The Superpromoter
Author	R Vogelaar
Condition	Unavailable
Binding Type	Hardback
Publisher	Palgrave Macmillan
Year published	2010-11-26
Number of pages	222
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.