Chapter 1: Introduction
Chapter 2: Then vs. Now: Influencer Marketing (Re-Defined)
Chapter 3: Levels of Influence: Key Characteristics of Modern-Day Influencers
Chapter 4: A Global Phenomenon: The Rise of Influencers Around the World
Chapter 5: Business to Consumer (B2C) Influencer Marketing Landscape
Chapter 6: Business to Business (B2B) Influencer Marketing Landscape
Chapter 7: Discover Influencers: Finding the Perfect Match
Chapter 8: Engage Influencers: Developing an Effective Outreach Strategy
Chapter 9: Collaborate with Influencers: Potential Paths to Take
Chapter 10: Know the Risks: The Dark Side of Influencer Collaboration
Chapter 11: Measure Success: What's the Return on Investment?
Chapter 12: Case Studies: Influencer Marketing Best Practices from Around the World
Chapter 13: What's Coming: The Future of Influencer Marketing
About the Author: Joel Backaler is Managing Director of Global Marketing for Frontier Strategy Group, an international business advisory serving more than 5,000 global executives. He is the author of China Goes West (Palgrave Macmillan), an award-winning international business book that examines the global rise of Chinese brands. In addition to companies from emerging markets, Backaler has worked with many of the world's top brands, including Cisco, Johnson & Johnson, Philips, HP and Danone.
He is a frequent contributor to media outlets such as The Financial Times, The New York Times, Bloomberg and the Harvard Business Review. He is also a sought after public speaker, with previous engagements at Northwestern University, the London School of Economics, the Hamburg Summit, the Emerging Markets Summit, and the U.S. Department of Commerce.
Backaler is a graduate of Connecticut College, a former Fulbright Scholar and is fluent in Mandarin Chinese. He currently lives in Los Angeles with his wife Qian and son Henry.
