ABSTRACT
Have you ever wondered how firms get people to buy their goods or services to such a point where they become hugely successful businesses and market or even global leaders? There are lots of things that need to come together to make this happen, and a fundamental aspect is the marketing campaign that supports it. Don't worry, this book is about health and safety, but the point is that we can learn a lot from sales and marketing professionals, about how they achieve mass-market penetration of their products and apply those same principles, surprisingly easily, to overcome inaction towards safety (and just about anything else too).
