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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.
Acquisto del libro
The Strategy of Desire, Ernest Dichter
- Lingua
- Pubblicato
- 2012
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- (In brossura)
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- Titolo
- The Strategy of Desire
- Lingua
- Inglese
- Autori
- Ernest Dichter
- Editore
- Martino Fine Books
- Pubblicato
- 2012
- Formato
- In brossura
- Pagine
- 314
- ISBN13
- 9781614273479
- Serie
- Valutazione
- 3,2 su 5
- Descrizione
- 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.