Modern men pay more attention to their appearance and are much more willing to go shopping than at any time in history. What "catches" men, what marketing and advertising strategies ensure success in the men's goods market? What becomes the decisive factor when choosing a fountain pen, a tie, household appliances, a car, a restaurant, a hotel? Using a day in the life of a modern man, Tangate studies the marketing strategies of such well-known brands as Gillette, Gucci, Savile Row, Dunhill, Habitat, BMW, Hummer, GQ, Esquire, Apple, Guinness and Jack Daniel's. The book is entertaining and practical at the same time. It shows exactly how advertising penetrates the everyday world of a man, and reveals the levers of influence on the decision to purchase a particular product. The book is aimed at managers, specialists in advertising and marketing, as well as developers of new types of products.