Mikhail Dymshits is one of the largest theorists and practitioners of marketing and mass communications in Russia, a Founder and CEO of the Dymshits and Partners research agency. A psychiatrist by training and a marketer by vocation, who brought dozens of federal companies and brands to the market. Since 1991, he has been studying issues related to consumer psychology, marketing research and mass communication. Author of more than 100 publications on marketing and mass communication, as well as the author of the books "Manipulating the Buyer" and "Consumer Loyalty".

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