"e;...fascinating. Like Malcolm Gladwell on speed."e; THE GUARDIAN "e;HERD is a rare thing: a book that transforms the reader's perception of how the world works"e;. Matthew D'Ancona, THE SPECTATOR "e;This book is a must. Once you have read it you will understand why Mark Earls is regarded as a marketing guru."e; Daniel Finkelstein, THE TIMES This paperback version of Mark Earls' groundbreaking and award winning book comes updated with new stats and figures and provides two completely revised chapters that deal with the rise of social networking. Since the Enlightenment there has been a very simple but widely held assumption that we are a species of thinking individuals and human behaviour is best understood by examining the psychology of individuals. It appears, however, that this insight is plain wrong. The evidence from a number of leading behavioural and neuroscientists suggests that our species is designed as a herd or group animal. Mark Earls applies this evidence to the traditional mechanisms of marketing and consumer behaviour, with a result that necessitates a complete rethink about these subjects. HERD provides a host of unusual examples and anecdotes to open the mind of the business reader, from Peter Kay to Desmond Tutu, Apple to UK Sexual Health programmes, George Bush to Castle Lager, from autism to depression to the real explanation for the placebo effect in pharmaceutical testing.

"...fascinating. Like Malcolm Gladwell on speed."THE GUARDIAN"HERD is a rare thing: a book that transforms the reader'sperception of how the world works".Matthew D'Ancona, THE SPECTATOR"This book is a must. Once you have read it you will understandwhy Mark Earls is regarded as a marketing guru."Daniel Finkelstein, THE TIMESThis paperback version of Mark Earls' groundbreaking and awardwinning book comes updated with new stats and figures and providestwo completely revised chapters that deal with the rise of socialnetworking.Since the Enlightenment there has been a very simple but widelyheld assumption that we are a species of thinking individuals andhuman behaviour is best understood by examining the psychology ofindividuals. It appears, however, that this insight is plain wrong.The evidence from a number of leading behavioural andneuroscientists suggests that our species is designed as a herd orgroup animal. Mark Earls applies this evidence to the traditionalmechanisms of marketing and consumer behaviour, with a result thatnecessitates a complete rethink about these subjects.HERD provides a host of unusual examples and anecdotes to openthe mind of the business reader, from Peter Kay to Desmond TutuApple to UK Sexual Health programmes, George Bush to Castle Lagerfrom autism to depression to the real explanation for the placeboeffect in pharmaceutical testing.

Dedication.Foreword by Russell Davies.Acknowledgements.Introduction.Part One: A 'We-Species' with an illusion of'I'.1: The Super-Social Ape.2: The Illusion of 'I'.3: 'I' vs. 'Us'.Part Two: The Seven Principles of Herd Marketing.4: Key Principle No. 1: Interaction.5: Key Principle No. 2: Infl uence.6: Key Principle No. 3: Us-Talk.7: Key Principle No. 4: Just Believe.8: Key Principle No. 5: (Re-)Light the Fire.9: Key Principle No. 6: Co-Creativity.10: Key Principle No. 7: Letting Go.Part Three: Making Sense of the Herd.11: Conclusions.Postscript.And it's goodnight from him . . . .Endnotes.Index.