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"Numerous books have been written on the particular branches of psychology which relate to business. There are many good books on the subject of advertising, and the field of salesmanship has inspired almost an equal number of volumes. So far as we know, however, there has been, up to this time, no book which combines the study of all the branches of business psychology written for the business man and the student of business. This volume is designed to fill such a need. Discussion of the generalities and technicalities of psychology has intentionally been omitted from this work; it is an application of principles rather than a discussion of them. The author's intent is to examine business practices in the light of established scientific theories, with the purpose in view of enabling the reader to understand business relations more fully and to carry out his part in them more effectively. The investigation begins with the consumer, studying him for what he is--a normal human being with needs, wants, and desires to be satisfied. The goal is to learn how he may be approached to get him to buy merchandise and how he may protect himself against reactions of his own which would be harmful to him. The book then turns toward the study of what merchandise appeals to the consumer and how it can be gotten to him at the time and place at which he will buy it. This is taken up under the headings of marketing and salesmanship. The author also observes the bases on which stores and selling organizations operate. Since these latter involve hiring people to assist in the work of selling and operating stores and offices, a brief survey of employment is also included." (PsycINFO Database Record (c) 2005 APA, all rights reserved).

Psychology, Applied.

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Psychology, Applied. --- Business.

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