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Exploring the intersection of psychology and marketing, this work by Ernest Dichter delves into consumer behavior through a Freudian lens. It introduces groundbreaking concepts like the focus group and emphasizes the role of image and persuasion in advertising. The book is divided into two parts: the first examines the foundations of persuasion and human motivations, while the second addresses strategic challenges in a rapidly changing world, highlighting themes of identity and the complexities of choice. Dichter's insights laid the groundwork for modern advertising practices.
Buchkauf
The Strategy of Desire, Ernest Dichter
- Sprache
- Erscheinungsdatum
- 2012
- product-detail.submit-box.info.binding
- (Paperback)
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- Titel
- The Strategy of Desire
- Sprache
- Englisch
- Autor*innen
- Ernest Dichter
- Verlag
- Martino Fine Books
- Erscheinungsdatum
- 2012
- Einband
- Paperback
- Seitenzahl
- 314
- ISBN13
- 9781614273479
- Reihe
- Schlagwörter
- Sachbücher, Handel, Wirtschaft & Management, Psychologische Thematik
- Bewertung
- 3,2 von 5 Sternen
- Beschreibung
- Exploring the intersection of psychology and marketing, this work by Ernest Dichter delves into consumer behavior through a Freudian lens. It introduces groundbreaking concepts like the focus group and emphasizes the role of image and persuasion in advertising. The book is divided into two parts: the first examines the foundations of persuasion and human motivations, while the second addresses strategic challenges in a rapidly changing world, highlighting themes of identity and the complexities of choice. Dichter's insights laid the groundwork for modern advertising practices.