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Predatory Marketing: What Everyone in Business Needs to Know to Win Today's Consumer
C. Britt Beemer with Robert L. Shook William Morrow and Company, New York
Authors' Credentials: Former chairman of consumer behavior research firm; business writer
Thesis: Once you've studied the needs and whims of Americans, trends in the marketplace become solidly predictable. Scope: 1980s to 2000
File Under: Retail marketing 101
Reason to Buy/Read: If you're in retail and/or if you missed freshmanyear college marketing classes. Or if you're so oblivious that it's news to you when the author writes, "In case you haven't...