Written in lively and daring language, this book is not a textbook, but a kind of confession of a professional who is puzzled by the loss of creative energy and finds a worthy way out of a stalemate. Self-discovery, travel to Nepal, the Arctic, Africa, reading books by current Western marketers, psychologists, and economic philosophers revolutionized the author and allowed him to come to his own system. Remain successful in the conditions of modern market society - and at the same time create. Is this really possible? Behavioral marketing, which the author “professes,” is based on the consumer’s desire for pleasure. How to revive the creative forces of marketing departments, bring them out of hibernation and make them effective? With the help of customer pleasure management - this is the author's answer, supported by interesting examples from personal experience. Pleasure is the central concept of this book; Armed with the latest research developments and his own observations and experiments, the author tells every person working with clients how to set themselves and potential buyers up for fruitful contact. In conclusion, he acts as a futurologist and defines the role of creativity in the development of global society. Arsen Dallakyan is one of the leading experts in the field of behavioral marketing. Specialist in building customer-centric business models. Head of marketing services in financial companies. Invited expert of Channel One, Russia 24, publications Vedomosti, Kommersant, Village, etc. Candidate of Philosophy, author of works on cultural identity and globalization.