For a corporate buyer, life can be tough. There are usually many options. And, if there's a bad purchasing decision, it could be a career killer.

So what do these folks do? Of course, they engage in lots of research -- which often means relying on influencers.

Funny enough, it's a good bet that vendors don't know who these vendors are (or, at least haven't conducted a decent amount of research on it).

Well, according to Duncan Brown and Nick Hayes, this can be a big mistake. In fact, they think that "influencer marketing" is going to be critical for B2B selling (keep in mind that, according to a 2007 Brandchannel survey, four out of the five top global brands did not engage in any advertising).

Continue reading Book Review: Influencer Marketing

Book Review: Influencer Marketing originally appeared on BloggingStocks on Tue, 17 Jun 2008 17:55:00 EST. Please see our terms for use of feeds.