Herd: How to Change Mass Behaviour by Harnessing Our True Nature

The central tenet of this book is based on challenging our assumption that the individual is the starting point from which to understand human behaviour. By focusing on group behaviour, or the herd rather than the individual, Mark Earls purports that we will have the key to a better understanding of human behaviour and better business and social policy initiatives to change it. The book provides suggestions on how to harnesses this new knowledge in marketing, through example and anecdote. A...