Ethical marketing isn't just about environmentalism, it's far bigger than that. This book challenges a lot of conventional thinking and introduces you to a wider range of ethics and the many types of ethical consumers. --from publisher description

Three brains, one decision-maker -- The only six stimuli that speak to the old brain -- The methodology: four steps to success -- Step 1: diagnose the pain -- Step 2: differentiate your claims -- Step 3: demonstrate the gain -- Step 4: deliver to the old brain -- The first message building...