The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy

So how effective is 'word of mouth' promotion?

The author provides a chart that graphs how much more 'word of mouth' is effective compared to traditional forms of marketing and advertising. That chart alone is worth the book. But also he explains how people that are not recognized civic leaders, celebrities, or other notables really do exercise a lot of influence over our lives.

The Power of Word of Mouth

Lots of great charts and tables to back up the author's view on what makes certain people more influential. My favorite was the Word of Mouth table that compares the influence 'friends' have way over what 'advertising' does in product/service decisions.

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