1 gen 1908 anni - Walter Dill Scott publishes teh Psychology of Advertising

Descrizione:

-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.

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