Made to stick : Why some ideas hold and others come unstick

Heath, Chip - Heath? dan

Including case histories and anecdotes, this book shows, among other things, how one Australian scientist convinced the world he'd discovered the cause of stomach ulcers by drinking a glass filled with bacteria, and how a gifted sports reporter got people to watch a football match by showing them the outside of the stadium.

ISBN 9780099505693 / Arrow Books / 2007 / 324p / pb :/ €12.95