Please use this identifier to cite or link to this item:
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: How to Target Movers and Shakers
Author(s): Tinson, Julie
Bristowe, Lucy
Nancarrow, Clive
Contact Email:
Issue Date: May-2005
Date Deposited: 17-Apr-2013
Citation: Tinson J, Bristowe L & Nancarrow C (2005) How to Target Movers and Shakers. Admap, (461), pp. 40-42.
Abstract: Marketers can fast-track new products or marketing campaigns by targeting early adopters and opinion formers. Building on earlier research and work by Procter & Gamble, this paper tries to identify types of consumers key to successful product launches and likely to stimulate word of mouth marketing. It finds "opinion shapers" typically have 20% more connections than other consumer groups, and identifies their distinct media habits such as favouring consumer issue programmes, U.S. entertainment and fashion shows on television.
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Licence URL(s):

Files in This Item:
File Description SizeFormat 
Tinson_2005_How_to_target_movers_and_shakers.pdfFulltext - Published Version335.64 kBAdobe PDFUnder Embargo until 3000-01-01    Request a copy

Note: If any of the files in this item are currently embargoed, you can request a copy directly from the author by clicking the padlock icon above. However, this facility is dependent on the depositor still being contactable at their original email address.

This item is protected by original copyright

Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

The metadata of the records in the Repository are available under the CC0 public domain dedication: No Rights Reserved

If you believe that any material held in STORRE infringes copyright, please contact providing details and we will remove the Work from public display in STORRE and investigate your claim.