Though humanity changed quite a bit during the last couple of centuries, in comparison to the whole millenium before

it, it is obvious that some things within it didn't... We always made families, children, and we still sleep, eat, dance, sing and explore... These are the basic function s, basic needs of people regardless of its nation, sex or skin collor. So, it was only a matter of time before someone looked deeper into this, taking a scientific approach, ordering and standardizing it completely. And that is how the "Maslow's hierarchy of needs" was born... In 1943, Abraham Maslow, an American psychologist, brought this theory into the mainstream via his paper "A Theory of Human Motivation", which he deduced from careful analasys and study of exemplary people, the most inteligent of his time. Later, in 1954, through his "Motivation and Personality" the theory took its ful l shape, and literally became a starting point for many of todays applied social sciences , even a cornerstone for some. Most prominently - Marketing Services. Although broad and deep in its wholeness, Maslow's hierarchy of needs is almost unique for its simple and clear basis. It's often portrayed as a pyram id, broken into levels on a vertical scale. There are five layers of needs, four of which are the lower, "Deficiency" needs, and the highest one, representing Self-Actualisation, "Being and Becoming" needs. The first four are the basic needs. Listing bottom to top, first come the Physiological ones: breathing, eating, sleeping, sex... The second layer consists of safety needs, such as family, stability of health, property, employment, morality... Third are the Needs of Love and Belonging - friendship, family relations and sexual intimacy. And finally, the highest of basic, come the Esteem needs: self-confidence, achievement, respecto of and by others. At the top, the Self-actualization needs are morality, creativity, spontaneity, acceptance, spirituality/religion, self-transcendence and other. Modern marketing, just as every other child of the industrial age, tends to maximize its efficiency/impact. It found its psychological grounding in this Maslow's theory, through which it attempts to adjust it self to the needs of the common individual, and/or find a compatible market. The phenomena of psychological marketing is quite obvious in the today's society. Take an example of television advertising: most of the time, commercials point to one of the lowest and crucial needs: either physiological - food products, bottled water, either safety pharmaceuticals, security services (life insurances, savings accounts), or even esteem, such as luxury items, expensive cars and similar. Worth to mention, these values are often intertwined with each other. Food is brought to the fore through an image of a happy family, tooth-paste through a joyous, bright smile of two friends, etc, in order to maximize its emotional impact. Another organisational science that uses these principles at its core is "Human Resources", an integral part of every modern business. The reason for why Maslow's hierarchy of needs found its place here is that every organisation needs hierarchy and organisation in all areas of it's functio

ning, in order to achieve it's peak performance and full potential.