A marketing expert gets to the heart of why people want certain things, explaining how people can, and have, transformed this desire into success.

"In this ground-breaking book, Phil Barden reveals what decision science explains about people's purchase behaviour, and specifically demonstrates its value to marketing. He shares the latest research on the motivations behind consumers' choices and what happens in the human brain as buyers make their decisions. As one of the very few experts to combine a practitioner's perspective with a profound knowledge of decision science, Phil Barden deciphers...

"As the world has become hyper-connected, people have become hyper-skeptical, and communication has actually gotten much harder. As connected as we are, attention spans are shrinking, trust is dwindling, and growth is less guaranteed. An exciting new branch of artificial intelligence--Personality AI--is setting out to change that: marrying traditional machine learning, data analytics, and behavioral psychology, Personality AI helps professional communicators...

"A surprising look at the hidden power of sound, revealing how people and brands can use it to inspire and persuade -- or annoy From horror movie scores to national anthems to the crunchy sound of potato chips, sound and music greatly impact how we feel about our lives and the messages and products we encounter every day. With the right tools and understanding, anyone can cut through the meaningless noise competing for our attention and learn to use...

"In Emotion by design Nike's former CMO shares lessons and stories from three decades within the company. Readers will learn how Nike continues to not just expand its reach but deepen its bonds through groundbreaking, savvy messaging that's authentic as well. The lesson that he'll return to over and over again is that everything stems from ideas. The only limitations on those ideas come from the limitations an organization places on itself, in terms...