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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.
Compra de libros
The Strategy of Desire, Ernest Dichter
- Idioma
- Publicado en
- 2012
- product-detail.submit-box.info.binding
- (Tapa blanda)
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- Título
- The Strategy of Desire
- Idioma
- Inglés
- Autores
- Ernest Dichter
- Editorial
- Martino Fine Books
- Publicado en
- 2012
- Formato
- Tapa blanda
- Páginas
- 314
- ISBN13
- 9781614273479
- Serie
- Etiquetas
- No ficción, Comercio, Negocios & Gestión, Temas psicológicos
- Calificación
- 3,2 de 5
- Descripción
- 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.