Yuliya ZolotarevaPublished in:
Russian Journal of Entrepreneurship
– № 12-2 / December, 2010



Keywords: content theories of motivation, hierarchy of needs, marketing activities, motivational mechanism, procedural theories of motivation, socialneeds


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Abstract:

In the modern scientific literature much attention is paid to theories of individual motivation. However, in the academic marketing literature, content and procedural theories of motivation are presented rather poorly. It is a drawback, in our opinion, because it is the theory of motivation that allows identifying the true needs of the market and selecting the mechanism of the consumer motivation in the markets of goods and services.

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