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Phil Barden is a renowned marketer with over 25 years of experience, including senior executive positions at Unilever, Diageo, T-Mobile, and other large companies.
Today, he is one of the few experts who has a deep understanding of behavioral psychology and simultaneously possesses rich practical experience.
In his book, Phil shares insights about the connection between the psychology of choice and marketing, and explains why people buy what they buy. His conclusions are based on the research of social psychologist Daniel Kahneman in the field of brain function, whose contributions to science have been recognized with a Nobel Prize.