I have mixed feelings about this. There's some interesting psychology that explains the sales and marketing process, but it's not especially detailed. Also the examples are variable - some I really bought into and will definitely try to replicate, others felt very tenuous.

I recommend reading The Power of Persuasion and A Mind of its Own for a more detailed look at the psychology. I've used the principles in Trust-Based Selling for years, and Neuromarketing supports and enhances this. It's also really worth looking into the "layers of resistance" described (if not by that name) in It's Not Luck.

Overall, worth a read if you are involved in sales and marketing - time will tell as I experiment with the ideas which work best. Not a must-read if marketing isn't a primary concern to you.

I've made a mindmap of my notes if they are useful to anyone, they're available on my blog.