Entertaining, provocative and practical. A rare combination for a mind-broadening book on brain science, management, marketing and neurology.

SHELL, European Loyalty & CRM Manager, Ruud van Munster

This unconventional European marketing guru has made a break-through in marketing by relating consumer behaviour to the human neural systems. Stunningly simple and effective.

E-PIPHANY,CEO Karen Richardson, San Mateo, Ca.

The Ultimate Marketing Machine reveals the radical changes in the world of management, marketing and sales. It also reveals - surprisingly - how much remains the same. The popular concept of the 'unpredictable consumer' overlooks the constant factor in human behaviour. This book shows how an organisation can be structured according to the clear principles of the Ultimate Marketing Machine. These principles are based upon the distinction between changing and stable aspects of customers, their measurable behaviour and insight into their neural systems. Managers who apply these principles will be surprised to learn how much the returns on investments can be improved in the commercial processes. And they understand that customers are more predictable than ever before. l Postma has written and lectured extensively on the relationship between the human neural system and buying behaviour. In his bestselling The New Marketing Era (McGraw-Hill, New York, 1998), with a foreword by Philip Kotler, Postma made a breakthrough with this unusual combination. This new book applies these insights in practice. Paul Postma was Ernst & Young's Managing Partner EMEA. He is now CEO of the Paul Postma Marketing Consultancy (info@ppmc.nl).