Download Freud en Madison Avenue (La investigación motivacional y la by Lawrence R. Samuel PDF

Download Freud en Madison Avenue (La investigación motivacional y la by Lawrence R. Samuel PDF

By Lawrence R. Samuel

A mediados del siglo xx, muchos ejecutivos de advertising intentaron responder esta pregunta recurriendo a las teorías de Sigmund Freud. El psicoanálisis freudiano se convirtió, así, en l. a. herramienta más poderosa del publicista, al prometer sondear el inconsciente de los compradores para tener acceso a los deseos ocultos tras las decisiones de compra. Centrándose en l. a. fascinante vida de los brillantes hombres y mujeres que llevaron las teorías y las prácticas psicoanalíticas desde Europa hasta Madison road, Lawrence R. Samuel relata cómo los publicistas transformaron l. a. cultura estadounidense de l. a. posguerra. Paul Lazarsfeld, Herta Herzog, James Vicary, Alfred Politz, Pierre Martineau, y el padre de los angeles investigación motivacional, el psicólogo austríaco Ernest Dichter, adaptaron técnicas sociológicas, antropológicas y psicológicas para orientar a sus clientes sobre l. a. mejor manera de promover sus bienes de consumo. Algunas herramientas que introdujeron estos investigadores motivacionales, stories como los grupos de enfoque, todavía se utilizan en los angeles actualidad.

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Extra resources for Freud en Madison Avenue (La investigación motivacional y la publicidad subliminal en América)

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42). In developing this argument, Brown – who has been one of the wittiest and most vocal critics of marketing as it has traditionally been perceived and practised – made reference to a variety of commentators: ■ Piercy (1991, p. 15), for example, maintains that the traditional marketing concept ‘assumes and relies on the existence of a world which is alien and unrecognizable to many of the executives who actually have to manage marketing for real’. ■ Gummeson (1987, p. 10) states that ‘the present marketing concept … is unrealistic and needs to be replaced’.

4. IT-driven thinking that provides a far greater insight into customers’ patterns of thinking and behaviour, and helps to overcome the confusion caused by market fragmentation and saturation. By using information technology strategically, the marketing planner gains a far greater understanding of buying habits, cross-brand elasticities, marketing sensitivities and market structures, and in this way can raise barriers to entry and move further towards ‘owning the customer ’. 6 SUMMARY This chapter has sought to offer some ideas constituting a framework for the rest of the book.

Customers can choose from whom they buy, and unless the firm satisfies them at least as well as competitors, sales and profits will quickly erode. Customer satisfaction should therefore be a prime objective and measure of the performance of managers. This led Doyle to highlight the differences between the two types of organization. 8. 8 The left-handed and right-handed organization (adapted from Doyle, 1994) slip, there is a tendency to cut back on areas such as advertising and R&D in order to maintain or boost profits.

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