Beyond Mind Games: The Marketing Power of Psychographics

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Summary: Beyond Mind Games
Review: As an avid reader on all things pertaining to business I was amazed at the depth of information in this book. The author gives a complete picture of how psychographics developed, how it is applied, and how it benefits businesses. I often read material from "experts" who have never taken the time to fully understand their subject matter. That is not the case with this book. She gives an honest evaluation on the benefits but also the pitfalls of psychographic analysis. Chapters on gathering information through surveys, focus groups, observation, and psychographic research is extremely helpful to a businessperson who is trying to understand more about marketing. I wish more authors would read her book to understand how material should be explained. If you are looking for information on psychographics....this is the only book you will need.