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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.
Zakup książki
The Strategy of Desire, Ernest Dichter
- Język
- Rok wydania
- 2012
- Oprawa
- (miękka)
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- Tytuł
- The Strategy of Desire
- Język
- angielski
- Autorzy
- Ernest Dichter
- Wydawca
- Martino Fine Books
- Rok wydania
- 2012
- Oprawa
- miękka
- Liczba stron
- 314
- ISBN13
- 9781614273479
- Seria
- Ocena
- 3,2 z 5
- Opis
- 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.