1 janv. 1908 - Walter Dill Scott publishes teh Psychology of Advertising

Description:

-now had middle management and new sales force (traveling sales ppl)
-systemized sales
-managers gave individual quotas (rewards to positively reinforce top sales ppl and hurting those who couldn't meet their quota)
-executives/Harvard Business School followed this book

Book:
-selling to customers based on their presumed “instinct of escape” and “instinct of combat”
-a “scientific attitude” would “attract attention” and “create desire.”
-Corporate growth depended on pressuring people to buy, not just because they needed an item but because advertisers linked it to the customer’s identity, fears, and dreams.

Ajouté au bande de temps:

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