The Superpromoter

1. Front Matter

   Pages i-xvi

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2. Introduction

   • Rijn Vogelaar

   Pages 1-7

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3. Starting from scratch: Let me tell you some more…

   • Rijn Vogelaar

   Pages 8-67

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4. An Evolution in Customer Orientation

   • Rijn Vogelaar

   Pages 68-112

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5. The Toolbox

   • Rijn Vogelaar

   Pages 113-150

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6. Getting to Work with Odilia

   • Rijn Vogelaar

   Pages 151-198

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7. It’s the end of the world as we know it

   • Rijn Vogelaar

   Pages 199-205

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8. Back Matter

   Pages 206-222

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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.

• brand
• brands
• business
• client
• enthusiasm
• evolution
• influence
• model
• Orient
• stars
• tool
• work

'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 danger. Vogelaar 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

• Blauw Research, Netherlands

  Rijn Vogelaar

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.

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