Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
Rory Sutherland
- ISBN-13
- Publisher
- Mariner Books
- Year
- 2019
- Pages
- 384
- Format
- Hardcover, new
Marketing book by Rory Sutherland (Mariner Books, 2019). How subtle signals shape decisions, with campaign case studies and interviews with Daniel Kahneman and Richard Thaler. Hardcover, 384 pages.
About this book
Alchemy by Rory Sutherland of the advertising agency Ogilvy examines how people base decisions as much on subtle external signals as on objective qualities, and what that means for brands and business. Mariner Books published it in 2019 as a 384-page hardcover.
Drawing on thirty years of field work, Sutherland combines scientific research with case studies from campaigns for AmEx and Microsoft, and he includes interviews with Daniel Kahneman and Richard Thaler. Among the questions he takes up are what honey bees can teach about creating a sustainable business and why it is better to be vaguely right than precisely wrong.
He also discusses how branding can promote social aims, such as getting people to pay taxes.
Product details
Business & Careers › Business & Management
| Publisher | Mariner Books |
|---|---|
| Published | 2019 |
| Author | Rory Sutherland |
| Format | Hardcover, 384 pages |
| ISBN-13 | 978-0-06-238841-4 |
| ISBN-10 | 006238841X |
| Size | 6 × 9 × 1.2 in · 1.2 lb |
| Condition | New |
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