13 of 14 people found the following review helpful
One of the most important books ever published on influence,,
By A Customer
This review is from: Influence: Science and Practice (Paperback)
Influence, now in it's 4th edition, remains one of the most important books on persuasion and human compliance ever published. Based on over 20 years of scientific research into what causes one person to say yes to another Robert Cialdini describes the 6 universal principles of influence that, when applied in an ethical and structured way can make anyone more influential. Until recently knowledge of Cialdini's work has been mostly limited to the USA however he has recently licensed training workshops in the UK and Europe and these will do much to promote this very important and extremely interesting research. A must for anyone who wants to learn to become more influential and persuasive and a required text for salespeople and marketeers.