{"product_id":"herd-isbn-9780470060360","title":"Herd","description":"Can you explain the explosion of social activities like text messaging with little or no promotion of the behaviour? How a Mexican wave happens? The emergence of online communities? Or – more sensitively – the steady rise of floral roadside tributes to traffic accident victims from complete strangers? Unless you have a good explanation of mass behaviour, you’ll have little chance of altering it.  \u003cp\u003e\u003ci\u003eHerd\u003c\/i\u003e reveals that most of us in the West have completely misunderstood the mechanics of mass behaviour because we have misplaced notions of what it means to be a human being. With a host of examples from Peter Kay and urinal etiquette to Apple and Desmond Tutu, Mark Earls offers the most new radical, controversial and significant new theory of consumer behaviour in a generation.\u003c\/p\u003e \u003cp\u003e\"At one level a profoundly simple and important idea, that just happens to overturn everything we thought we knew about marketing to the individual.\"\u003cbr\u003e —Adam Morgan, Founder, Eatbigfish\u003c\/p\u003e \u003cp\u003e\"Mark Earls helps us see clearly that we need to re-write the rules and provides us with a playbook for doing so. Are you ready for the ‘we’ revolution?\"\u003cbr\u003e —Ed Keller, CEO, The Keller Fay Group\u003c\/p\u003e \u003cp\u003e\"Herd is a dazzling, nutrient-rich read that urged me to see afresh the big underlying forces driving media behaviour and why they especially matter now.\"\u003cbr\u003e —David Abraham, EVP, The Learning Channel\u003c\/p\u003e \u003cp\u003e\"As important to read as Malcolm Gladwell and Adam Morgan were. I cannot recommend it highly enough unless you are a luddite or an ostrich.\"\u003cbr\u003e —Mark Sherrington, Global Brands Director, SABMiller\u003c\/p\u003e \u003cp\u003e\"Read this book. Think about it. If you’re going to be any good at your job in the next 20 years then you need to questions your assumptions about how stuff works.\"\u003cbr\u003e —Russell Davies, Founder, Open Intelligence Agency\u003c\/p\u003e  Dedication.  \u003cp\u003eForeword by Russell Davies.\u003c\/p\u003e \u003cp\u003eAcknowledgements.\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003ePart One: A ‘We-Species’ with an illusion of ‘I’.\u003c\/p\u003e \u003cp\u003e1: The Super-Social Ape.\u003c\/p\u003e \u003cp\u003e2: The Illusion of ‘I’.\u003c\/p\u003e \u003cp\u003e3: ‘I’ vs. ‘Us’.\u003c\/p\u003e \u003cp\u003ePart Two: The Seven Principles of Herd Marketing.\u003c\/p\u003e \u003cp\u003e4: Key Principle No. 1: Interaction.\u003c\/p\u003e \u003cp\u003e5: Key Principle No. 2: Infl uence.\u003c\/p\u003e \u003cp\u003e6: Key Principle No. 3: Us-Talk.\u003c\/p\u003e \u003cp\u003e7: Key Principle No. 4: Just Believe.\u003c\/p\u003e \u003cp\u003e8: Key Principle No. 5: (Re-)Light the Fire.\u003c\/p\u003e \u003cp\u003e9: Key Principle No. 6: Co-Creativity.\u003c\/p\u003e \u003cp\u003e10: Key Principle No. 7: Letting Go.\u003c\/p\u003e \u003cp\u003ePart Three: Making Sense of the Herd.\u003c\/p\u003e \u003cp\u003e11: Conclusions.\u003c\/p\u003e \u003cp\u003ePostscript.\u003c\/p\u003e \u003cp\u003eAnd it’s goodnight from him . . . .\u003c\/p\u003e \u003cp\u003eEndnotes.\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e  \"Earls has a beguiling and an irrepressible intellectual curiosity, so the book becomes a very enjoyable and allusive compendium…” (\u003ci\u003eThe Guardian,\u003c\/i\u003e March 2007)  \u003cp\u003e\"Bold in its conception and engaging in execution, offers the most radical new theory of consumer behaviour in a generation\" (\u003ci\u003eGulf Business,\u003c\/i\u003e March 2007)\u003c\/p\u003e \u003cp\u003e\"…brain-stretching stuff, looking at economic patterns, investment history and behavioural psychology to help the reader become a shrewder investigator.\" (\u003ci\u003eSecurities and Investment Review,\u003c\/i\u003e March 2007)\u003c\/p\u003e \u003cp\u003e\"It will change the way you think about marketing.  It will also change the way you think about yourself.\"  (\u003ci\u003eMarketing Direct\u003c\/i\u003e, November 2007) \u003c\/p\u003e  \u003cp\u003e\u003cb\u003eMARK EARLS\u003c\/b\u003e is one of the world’s foremost communications practitioners and a leading thinker about brands, marketing and consumer behaviour. He has been described variously as ‘one of the Advertising scene’s foremost contrarians’ and ‘the Christopher Hitchens of advertising and marketing’. But mostly he just refuses to accept received wisdom and is determined to make us all think a bit harder to get better results. \u003c\/p\u003e\u003cp\u003eHe 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. His work has regularly won awards from his peers and is considered by many to be amongst the most influential being written today. His first book, \u003ci\u003eWelcome to the Creative Age,\u003c\/i\u003e was widely read and discussed and has been translated into several languages. \u003c\/p\u003e\u003cp\u003eMark is in much demand as a conference speaker around the world – in recent years he has spoken in the UK, USA, Argentina, France, Estonia, Sweden, Denmark, Finland and Spain. He lives in North London but dreams of tight lines, off-drives and sunnier climes.   \u003c\/p\u003e\u003cp\u003e\u003cb\u003eSay hello to the human herd.\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eCan you explain the explosion of social phenomena like text messaging when there has been little or no promotion of the behaviour? How a Mexican wave happens? The emergence of online communities? How graffiti spreads across our urban landscape? Or – more sensitively – the steady rise of floral roadside tributes to traffic accident victims? \u003c\/p\u003e\u003cp\u003eUnless you have a good explanation of mass behaviour, you won’t have much chance of altering it. This is why so many government initiatives struggle to create real change, why so much marketing money fails to drive sales, why most M\u0026amp;A programmes reduce shareholder value and most internal change projects don’t deliver lasting transformation. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eHerd\u003c\/i\u003e explains the ‘why’ of our struggles to influence mass behaviour. It reveals that most of us in the West have misunderstood the mechanics (the ‘how’) of mass behaviour because we have misplaced notions of what it means to be human. Mark Earls uses a diverse range of different sources, anecdotes and evidence – from Peter Kay and urinal etiquette to international rugby and the rise of the Arctic Monkeys – to show that we are at heart a ‘we-species’, but one suffering from the ‘illusion of I’. \u003c\/p\u003e\u003cp\u003eIn doing so, Earls challenges some of our deepest ideas to reveal the truth about who we are and what marketers, managers and governments can do to set about influencing mass-behaviour. Bold in its conception and engaging in its execution, \u003ci\u003eHerd\u003c\/i\u003e offers the most radical new theory of consumer behaviour in a generation.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989358362853,"sku":"NP9780470060360","price":39.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470060360.jpg?v=1761783803","url":"https:\/\/k12savings.com\/es\/products\/herd-isbn-9780470060360","provider":"K12savings","version":"1.0","type":"link"}