Targeting the trendsetting consumer : how to market your product or service to influential buyers /

Zandl and Leonard have written a very readable volume to help marketers understand and identify the small and influential group often referred to as early adopters. The authors open their work with a section that discusses who the trendsetters are, why they are important, how they behave, and how to monitor this segment of the market. The second third of the book provides a number of interesting case histories that lay the groundwork for understanding a number of successful campaigns. Drawing upon marketing programs, the authors identify a variety of proven strategies as well as missed opportunities. The final third deals with marketing guidelines that can be used to capitalize on this consumer segment. Included in this section is a discussion of strategic planning and a brief but complete description of such topics as design, distribution, advertising, and promotion. The authors conclude with a "Checklist" that takes the reader through a summation of their marketing guidelines. Useful to lower-division undergraduates and above.-W. G. Ellis, Marian College of Fond Du Lac

Consultants Zandl and Leonard refer to trendsetting consumers as "alphas," a small segment of the buying public who shape and influence the mainstream. They are, in large part, responsible for the success of Absolut vodka, the Gap clothing store, and Chanel perfume, among others. Profiles and purchase motivations of alphas are discussed in depth, and the authors also provide a creative look at businesses that have succeeded or failed, in both the short and the long term, in attracting this important audience. The final section of their book views marketing planning and techniques in terms of alpha impact, such as not overpackaging, ensuring that spokespersons are exclusive, and avoiding promotional gimmicks. Good insights; occasional brilliance. ~--Barbara Jacobs