Influencer marketing : who really influences your customers / Duncan Brown and Nick Hayes.

Includes index.

Introduction / Duncan Brown, Nick Hayes -- Marketing is broken -- What's wrong with traditional marketing today? -- How buyers buy -- Decision-maker ecosystems -- How influence works -- Who are your influencers? -- Identifying and ranking influencers -- Who should evaluate the influencers in your market? -- Marketing to influencers -- Good, bad and ugly influencers -- Marketing through influencers -- Marketing with influencers -- Evaluating influencer marketing -- Influencer marketing and word of mouth -- Social media - the new influence enablers -- Influencing through social media -- Influencing consumers -- Influencers in consumer markets -- How to structure influencer marketing in your organisation -- Making influencer marketing work for your company -- The future of influencer marketing.