For anyone and everyone, who is into marketing or is interested in consumer behavior, this book is a good read.
Never in the recent past had I made so many notes for a book. The concepts are explained with real life case studies. All of these are from non India markets, so it takes some research to understand the product background though.
The key takeaway at the end of each chapter is a handy way to summarise and refresh the read.
This book will help to clarify a lot of things that the marketers/advertisers do to trick the human brain.
An easy read. Recommended.
