The Strategy of Desire

Autori

• Ernest Dichter

Parametri

Pagine

314pagine

Tempo di lettura

11ore

• Commercio e vendita
• Economia e affari
• Psicologia
• Saggistica

Maggiori informazioni sul libro

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.

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Lingua: Inglese

Pubblicato: 2012

(In brossura)