Marketing is the science of affecting actions of consumers. Those influences possess profound significance to corporations, individuals and society. Each individual is both a member of the society and a consumer. This book analyzes consumer behavior. The better we understand these behaviors, the wiser and better marketers and citizens we will become.

        This book describes promotion and how to use it. Among its subjects are market positioning; market segmentation; five motives of purchase; the power of the brand; identification of the brand; the promoting of the brand; the promoting strategy of the hi-tech brand; the promoting of the service industry; repositioning; global branding, and the key to successful marketing. It explains in detail the essential conditions and necessary items needed in establishing the corporation. It uses simple language to explain the complicated truths of communication and marketing.

        The Mckinsey Mind reveals techniques and methods of the world's top-ranking consulting company and presents them in a comprehensive and applicable way. The Mckinsey Company is widely known for its clear analysis and also for its innovative and effective solutions. The Mckinsey Mind unveils the means that Mckinsey consultants use and how to use these methods oneself. The exercises included for forming the Mckinsey consciousness make the book a lively guide for acquiring the Mckinsey mindset.