{"product_id":"book-eg9y","title":"Herd","description":" The central tenet of this book is based on challenging our  assumption that the individual is the starting point  from which to understand human behaviour.  By focusing on  group behaviour, or the herd rather than the  individual, Mark Earls purports that we will have the key to a  better understanding of human behaviour and better business and  social policy initiatives to change it.  The book provides  suggestions on how to harnesses this new knowledge in marketing,  through example and anecdote. Along the way, he shows why the rush  to 1-2-1 communications and the obsession with individual opinions  (and changing people's minds) are all nonsense.   One of the core arguments to come out of Marks research  is that the most important metric for any business becomes the  degree to which its customers influence each other  positively.  This idea has massive repercussions for the  marketing manager in terms of thinking about their marketing  strategy, and Mark provides the tools and metric for applying his  thinking in a practical way.  Importantly, cross-cultural studies reveal that the Western way  of seeing humans and understanding human behaviour is the exception  rather than the rule. This book uses non-Western sources (Asia and  Africa) to undermine a Western mistake. (The idea behind the book  was inspired by a visit to South Africa where Ubuntu  is very topical and widely understood.  Ubuntu is the core  idea that has enabled South Africa to migrate from minority to  majority rule  the Peace and Reconciliation Commission is an  attempt to recognize that we have to forgive each  other our pasts if we are to move forward.)   ","brand":"Tantor","offers":[{"title":"Audiobook","offer_id":49428627030320,"sku":"BDeg9y","price":25.99,"currency_code":"USD","in_stock":true},{"title":"Audio CD","offer_id":49428627063088,"sku":"ZEeg9y","price":49.99,"currency_code":"USD","in_stock":true},{"title":"Audio MP3-CD","offer_id":49428627226928,"sku":"ZMeg9y","price":45.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0879\/2784\/9264\/files\/eg9y-Square-cover.jpg?v=1779268859","url":"https:\/\/downpour.com\/products\/book-eg9y","provider":"Downpour","version":"1.0","type":"link"}