Book Summaries

Browse by subject:

Management Leadership Career & Self Development Marketing Sales Human Resources Economics Entrepreneurship Finance Technology Innovation All Subjects


Sign up for our Professional or Premier plan and you'll receive all of these summaries plus much more.

Compare Plans

  • Image of Buyology
    Image of Buyology

    Truth and Lies about Why We Buy

    by Martin Lindstrom

    How much do we know about what we buy? What truly influences our decisions in today’s message-cluttered world? In Buyology, Martin Lindstrom presents the astonishing findings from his groundbreaking neuromarketing study that peered inside the brains of two thousand volunteers as they encountered various ads, logos, commercials, brands and products. His startling results shatter much of what we have long believed about what seduces our interest and drives us to buy.

    View Details

  • Image of Lateral Marketing
    Image of Lateral Marketing

    New Techniques for Finding Breakthrough Ideas

    by Fernando deBes, Philip Kotler

    In a consumer economy saturated with homogenous products and customers who are more and more immune to advertising messages, traditional vertical marketing — with its emphasis on market segmentation and brand proliferation — is failing us. There is a better way to reach consumers, to create innovative products and markets that don’t yet exist, and to gain a real competitive advantage: lateral marketing. In Lateral Marketing, marketing experts Philip Kotler and Fernando Trias de Bes show

    View Details

Recently Viewed Categories