The Science of Why

Decoding Human Motivation and Transforming Marketing Strategy

Dr David Forbes, D Forbes (Autoren)

Buch | Softcover

254 Seiten

2014 | 2015 ed.
Palgrave Macmillan (Verlag)
978-1-349-69937-7 (ISBN)

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In this groundbreaking book, author David Forbes explains human motivation and provides ways that marketers can effectively reach the consumer. The book uses decades of psychology research and the author's own tool, the Forbes Matrix that identifies, organizes, and explains the nine core motivations.

Introduction Chapter 1 The Rise of Marketing to Motivation Chapter 2 The Motivational Matrix Chapter 3 Introduction to the Intrapsychic Motives Chapter 4 Security Chapter 5 Identity Chapter 6 Mastery Chapter 7 Introduction to the Instrumental Motives Chapter 8 Empowerment Chapter 9 Engagement Chapter 10 Achievement Chapter 11 Introduction to the Interpersonal Motives Chapter 12 Belonging Chapter 13 Nurturance Chapter 14 Esteem Chapter 15 The Scholarship on Motivation Chapter 16 Measuring Motivation The MindSight Method Chapter 17 Epilogue and Predictions for a Motivationally Aware Planet

Erscheinungsdatum	26.05.2016
Zusatzinfo	Bibliography
Sprache	englisch
Themenwelt	Kunst / Musik / Theater ► Film / TV
	Kunst / Musik / Theater ► Theater / Ballett
	Sachbuch/Ratgeber ► Sport ► Tanzen / Tanzsport
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Schlagworte	Advertising • Branding • Consumer Behavior • Marketing • Motivational marketing
ISBN-10	1-349-69937-3 / 1349699373
ISBN-13	978-1-349-69937-7 / 9781349699377
Zustand	Neuware