Sensory Marketing: Theoretical and Empirical Grounds

ISBN-13: 9781138914629 / Angielski / Twarda / 2015 / 404 str.

Bertil Hultén;¬Abar;¬Abar

Opis

Sensory Marketing offers a global view of the use of senses in marketing strategy based on consumers' perception and behaviour. Integrating the company constraints and classical approaches of branding and communication, the author presents sensory marketing as an emergent marketing paradigm in theory and practice. This book will be an important contribution that will provide useful reading for marketing scholars and consumer psychologists across the world.

Recenzje

"As a pioneer in the field of sensory marketing, Bertil Hultén is thoroughly familiar with this quickly growing marketing approach. In Sensory Marketing: Theoretical and Empirical Grounds he explains theoretical and practical aspects of sensory marketing and puts it into, for example, branding and neuromarketing perspectives. Through an overview of the development of marketing, sensory marketing is also related to a broader marketing context. This book is essential for marketing researchers and practitioners alike." –Christian Grönroos, Professor Emeritus, Hanken School of Economics, Finland

Spis treści

1. History of Consumer Marketing  2. The Marketing Dynamics  3. Sensory Marketing  4. The Brain and the Five Senses  5. The Sense of Sight  6. The Sense of Sound  7. The Sense of Smell  8. The Sense of Touch  9. The Sense of Taste  10. Multi-Sensory Brand Experience  11. Sensory Marketing In The Future