• by Harry Beckwith
  • Narrated by L. J. Ganser
  • 6 hrs and 48 mins
  • Unabridged Audiobook

Publisher's Summary

What do Howard Hughes and 50 Cent have in common, and what do they tell us about Americans and our desires? Why did Sean Connery stop wearing a toupee, and what does this tell us about American customers for any product? What one thing did the Beatles, Malcolm Gladwell, and Nike all notice about Americans that helped them win us over? Which uniquely American traits may explain the plights of Krispy Kreme, Ford, and GM, and the risks faced by Starbuck's? Why, after every other plea failed, did "Click It or Ticket" get people to buy the idea of fastening their seat belts?
To paraphrase Don Draper's character on the hit show Mad Men, "What do people want?" What is the new American psyche, and how do America's shrewdest marketers tap it? Drawing from dozens of disciplines, the internationally acclaimed marketing expert Harry Beckwith answers these questions with some surprising, even startling, truths and discoveries about what motivates us.


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Customer Reviews

Most Helpful

Enjoyable to listen to but little useful content

This is book basically full of stories.

I enjoyed most of this book, but the stories, whilst compelling, do drag on a little and leave you feeling 'what can I take away from this' once you've finished.

A few nice ideas but the last chapter, which summarised what was covered, illustrate the ideas in this book could have been conveyed in 10 mins.
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- Chris

Book Details

  • Release Date: 26-01-2011
  • Publisher: Hachette Audio