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The New Persuaders: the changing nature of influence

Opinion Leader Research, 2003


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Resource information:
Resource IDolr2003
Resource titleThe New Persuaders: the changing nature of influence
Author(s)Viki Cooke and Deborah Mattinson
Publication/ sourceOpinion Leader Research
Date published 2003
Summary text/ abstractInfluence has changed dramatically. Politics, big business, the media and religion no longer possess the power to influence public opinion in the manner that they once did. The public has become savvy at decoding marketing messages. Today organisations who use marketing communications need to find new methods of getting their message across. The general public is still interested in politics, business, the media and religion. However the public is far more likely to debate and scrutinise messages delivered by these organisations.
Library categoriesAnarchism & Action, Direct Action & Protest, Politics, Simplicity
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