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  • Influentials: Marketing and Advertising in a Word-of-Mouth Environment


Branding | Sales | Generations and Demographics | Marketing


Edward Keller is a well-known and highly regarded marketing research executive, who has been called "one of the most recognized names in word of mouth." He is President of the Word of Mouth Marketing Association (WOMMA), a board member of the Advertising Research Foundation (ARF)), and past-president of the Market Research Council.

The publication of Mr. Keller's book, The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy, has been called the "seminal moment in the development of word of mouth." According to The Washington Post, "The Influentials...deserves a place on the shelf of anyone in business or politics." The book was selected as one of five finalists for the 2004 Berry-AMA Book Prize for Best Book in Marketing, an honor that recognizes books "whose innovative ideas have had significant impact on marketing and related fields."

Edward Keller's career in marketing and media research spans nearly thirty years. Prior to founding the Keller Fay Group, he served as CEO of renowned market research firm, RoperASW (and its successor companies). Earlier in his career, he was an executive at Yankelovich.

Mr. Keller is a frequent speaker about Word of Mouth marketing to business audiences, and is quoted frequently in the marketing trade press. He lectures about word of mouth at universities such as the University of Pennsylvania, Columbia, NYU, Northeastern University, and others.

Edward Keller is a magna cum laude graduate of the University of Pennsylvania, and earned his Masters in Communications at Penn's Annenberg School for Communications. He serves on the Annenberg School's Alumni Advisory Board.

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  • The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy

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