Book absolutely fascinating! My marketing knowledge has been enriched by knowledge brought by the neurosciences. I especially appreciated how the offers to be credible and accepted, need to consider the intelligence of the client. Any experienced professional can explore new ways to do their job more in line with the deep needs of its customers. And I, as a customer, identify - and defeat - the practices of professionals. Professional, student, consumer, everyone can draw technical, benchmarks, needs. Intelligent book to read and reread!