The Science of Marketing looks past traditional marketing to see what science says on the subject. The author then shows how to practically apply the science in both Business and Politics. "A handy introduction to the fallibilities of the human mind which you need to understand to get marketing and political campaigning right." - Dr Mark Pack, President of the Liberal Democrats, Author of 101 ways to win an Election and Bad News."This is a sharply written, engaging and fast-moving journey that shines a light on what’s going on in the deepest recesses of the human mind. It’s an essential read for anyone in politics who wants to understand what’s going on in the heads of the voters. And that should be everyone who wants to be successful in politics, whether they’re running for Parish Council or Prime Minister." - Shaun Roberts, Former Campaigns Director at the Liberal Democrats and now leading campaigns at Unlock Democracy."With an eclectic mix of evidence, from Shakespeare to Budweiser ads, Richard Maxwell leads us through the science of modern political communication, encompassing framing, metaphor, brand and messaging. An essential guide to what wins - and what loses - in a world where the average person, 95% of whose thoughts live in the subconscious mind, receives thousands of images and messages per day. It's science-based but pithily told and sprinkled with illustrative anecdotes (why did the writer spend Brexit Referendum Day being injected in the rear? Why did his parents have to practice how to say his wife's name?) that ensure an accessible as well as informative read." - Keith Sharp, marketing and branding practitioner in international business and politics."Intelligent, insightful and practical. The science of marketing is a must for people who want to know what the hell is going on around them. Feel like you’re on a ride and with no control? The science of marketing uses real world examples to teach us what to look out for so that we can get our hands back on the wheel." - Dara Amjadi, Managing Director / CEO Brightwood Young: Strategy - Marketing - Coaching