By Richard C. Maddock, Richard L. Fulton
Psychologist Maddock and his co-author Fulton give the readers a clear understanding of how the mind works, based on up-to-date research, and a new way to understand human motivation and behavior. Drawing uniquely from medicine, clinical psychology, and the practice that will provide advertisers with almost a blueprint for executing creative strategies and developing marketing plans with a better chance of success. In so doing, the authors make clear that "marketing to the mind" is a diagnostic technique, a way to quickly and inexpensively analyze consumer resistance. With concepts, theories, and research clearly laid out, the authors show how the technique can be applied to a variety of products and services. A practical and engrossing book for the advertising and marketing community, and for teachers, consultants, and students too.