PSICANALISE E MARKETING: uma análise sobre a aplicabilidade da Teoria Psicanalítica às estratégias de Marketing

Abstract

This monograph " Psychoanalysis and Marketing: an analysis of the applicability of the Psychoanalytic Theory Marketing Strategies " is about the importance of study of psychoanalysis in order to better understand consumers and their mentality. Through the knowledge of psychoanalytic theory can enable companies to work with the Marketing a significant difference, which is to deeply know your customer. This study is about how psychoanalysis is an important aid to the marketing strategies of companies and as consumer connection is much higher for brand / symbolism than the own product or service. The relationship between client and brand is increasingly guided by emotional factors. When considering changes arising from the Post- Modernity, how to eat emotionally, that is, consume fantasies, fetishes, lifestyles is even more remarkable. The study takes into account the social changes that interfere directly and indirectly in the individual's way of thinking. The research method used in this study was: a literature consisting of: theoretical knowledge on two variables: psychoanalysis and marketing, scientific articles that discuss the relationship between : psychoanalysis , marketing , psychology, advertising, product and fetish . We also carried out a documentary research that analyzed two advertising campaigns of internationally renowned brands: Melissa and diesel, as well as an analysis from a study on the luxury market.