Behavioural Science Marketing

'A book for the ages' – Rory Sutherland, author of Alchemy How did the world's best brands get so big? They had more than great products – they hacked the human mind. This book reveals their secrets. Richard Shotton, author of The Choice Factory and The Illusion of Choice combines with...

The late Peter Drucker, a leading management thinker, was content to say simply: "Marketing is looking at the business through the customers' eyes". This new guide clarifies exactly what marketing is and how it works, and it explains the techniques involved. For anyone who wants to understand the marketing mix, the factors involved in pricing policy, the different methods of market research, indeed the whole business of marketing, this guide to the fundamentals will be invaluable.