"A PIONEER IN THE FIELD OF MOTIVATION RESEARCH AND MARKETING TECHNIQUES"

CHESKIN, Louis. Basis for Marketing Decision, Through Controlled Motivation Research. New York: Liveright, (1961). Octavo, original yellow cloth, original dust jacket. $450.

First edition of a pioneering work in market research by Cheskin, who fundamentally shaped "some of the world's most prominent and iconic brands, including Marlboro, Tide, Crest, Dove, McDonald's Standard Oil, 3M, Lifesavers, Atari and Betty Crocker… It's difficult to find anyone today who does not interact daily with one of the brands that Cheskin touched" (Koulopoulos, Innovation Zone).

Basis for Marketing Decision is a major work by Louis Cheskin, "a pioneer in the field of motivation research and marketing techniques" (New York Times). Cheskin's approach fundamentally shaped "some of the world's most prominent and iconic brands, including Marlboro, Tide, Crest, Dove, McDonald's Standard Oil, 3M, Lifesavers, Atari and Betty Crocker. It's difficult to find anyone today who does not interact daily with one of the brands that Cheskin touched. Cheskin's ability to understand the way markets behave was founded on a deep conviction that people develop an association with the image of a brand and the statement it makes" (Koulopoulos, Innovation Zone, 125). Writing in the early 1960s, Cheskin here points out marketing fallacies of the time, such as the belief that the style of a company logo "is a mere inconsequential detail." He especially highlights the importance of controlled motivation research, and dedicated this book to "the man who knows the value of objective measurement." Owner signature.

Book fine; light edge-wear, slight damptstaining to verso of scarce near-fine dust jacket.