About the book: 2017 / In this book, Byron Sharp, director of the Ehrenberg-Bass Institute of Marketing Science at the University of South Australia, provides scientific evidence on why people buy. The validity of his conclusions was confirmed by ten years of research into the behavior of real buyers. After reading this book, you will have a better understanding of how to use the laws of marketing. You will make predictions and decisions based on scientific data, not speculation. Published in Russian for the first time.