Make them think it was their idea! Marketing expert explores the art of persuasion
BUSINESS THE CATALYST by Jonah Berger (Simon & Schuster £14.99, 288pp) You know those books you see piled up in WH Smith in mainline railway stations aimed at businessmen travelling to important meetings in Kettering or Daventry? Well, I’ve finally read one, and a very strange beast it is. Jonah Berger is a marketing professor … Read more