The new psychology of selling and advertising,
Above all, the methods given are such as will stand analysis not only by experienced sales managers and advertisers, but by the competent psychologist of the modern school. Instead of following the traditional titles or classifications in the field of selling and marketing, represented by methods of...
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| Format: | Book |
| Language: | English |
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New York :
Macmillan,
1932
New York : The Macmillan company, [1932], [©1932] New York : Macmillan [c1932] New York : 1934 New York : [©1932] New York, [c1932] New York, 1932 New York : 1932 |
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| Summary: | Above all, the methods given are such as will stand analysis not only by experienced sales managers and advertisers, but by the competent psychologist of the modern school. Instead of following the traditional titles or classifications in the field of selling and marketing, represented by methods of selling that differ mechanically, the logic of this book is based entirely on the theme, discovering and measuring consumer demand. Its material is presented, therefore, in terms of the five major channels through which contacts with consumers are established, namely: Salesmen, Retailers and Dealers, Sales Compilations, Market Surveys, and Advertising. All of the chapters fall under one of these headings and the methods described deal with the use of these contacts as a means of increasing sales, planning sales, and predicting the sales of new products.^ Specific chapter topics include: seller's resistance; psychological market surveys and survey techniques; good advertising and advertisement testing; selling by radio and mail; salesmanship qualities; fashion behavior; merchandise control; and finally, the utility of sales records. (PsycINFO Database Record (c) 2005 APA, all rights reserved) The supremacy of the consumer, as a major premise, constitutes an entirely new platform for the psychology of selling and advertising. Manufacturers and advertising agencies have and are increasingly making use of sound and even scientific methods in discovering the public's wants and reactions to particular products. Vast sales and advertising campaigns are often reared on a foundation of market study as wide and serious in scope as the researches made in large universities. "The New Psychology of Selling and Advertising" by Dr. Henry C. Link--a psychologist of international reputation and an experienced merchandising and advertising man--presents a combination of scientific training and practical experience, employed to investigate the intricacies of consumer behavior, sales techniques, and effective advertising. The book's emphasis is always on the presentation of methods which will be found useful in dealing with the concrete problems of selling.^ |
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| Item Description: | Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History This WorldCat-derived record is shareable under Open Data Commons ODC-BY, with attribution to OCLC This Yale-originated record is shareable under Creative Commons license CC0 "Reprinted December 1934." |
| Physical Description: | [1 v.] xxiii, 293 p illus. 22 cm. xxiii, 293 p illus., diagrs. 22 cm. xxiii, 293 p. : ill. ; 22 cm xxiii, 293 pages : illustrations ; 22 cm xxiii, 293 pages : illustrations, diagrams ; 22 cm Also available on the Internet |