To understand the mechanism of persuasion, not only in marketing but in everyday life, this book is an absolutely amazing resource. it helps you to know some principles that for so long have been applied to persuade people subconsciously, still are, and will be used even more in the future whether it is in sales, a car dealership, a mega brand's marketing efforts, a political campaign, a debate, and so on.
if you're a compliance officer, or -even- someone who doesn't want to be the target of deliberate persuasion efforts, this is a must-read for you.
