M2 1. In the documentary "The Century of the Self" we watched and discussed the contributionof Edward Bernays to the fields of public relations and marketing through his uniquetechniques that target people's unconscious motives. At his time, Bernays stated that whatthey needed to do is "to shift America from a needs culture to a desires culture." Whatdoes this statement mean? Please argue the importance and role of desires (rather than needs)in turning people into consuming machines.

Marketing mix: The marketing mix refers to the combination of various elements that are used to…

Answered: they needed to do is "to shift America…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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they needed to do is "to shift America from a needs culture to a desires culture." What does this statement mean? Please argue the importance and role of desires (rather than needs) in turning people into consuming machines.