Modern men pay more attention to their appearance and are much more willing to go shopping than ever before in history. What attracts 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 as an example, Tangate examines the marketing strategies of such famous brands as Gillette, Gucci, Savile Row, Dunhill, Habitat, BMW, Hummer, GQ, Esquire, Apple, Guinness and Jack Daniel's. The book is fascinating and practical at the same time. It shows exactly how advertising penetrates a man's everyday world and reveals the levers of influence on the decision to purchase a particular product. The book is aimed at managers, advertising and marketing specialists, as well as developers of new types of products.