Sensory Marketing - Theoretical and Empirical Grounds

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.

Sommario

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

Info autore

Bertil Hultén is Professor of Marketing at Linnaeus University, Sweden.

Riassunto

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.

Dettagli sul prodotto

• Autori: Bertil Hulten, Bertil Hultén
• Editore: Taylor & Francis Ltd.
• Lingue: Inglese
• Formato: Tascabile
• Pubblicazione: 10.03.2017
• EAN: 9781138041011
• ISBN: 978-1-138-04101-1
• Pagine: 404
• Serie: Routledge Interpretive Marketing Research
• Categorie: Saggistica > Psicologia, esoterismo, spiritualità, antroposofia > Psicologia applicata; Scienze sociali, diritto, economia > Economia > Tematiche generali, enciclopedie; Scienze umane, arte, musica > Psicologia > Psicologia teorica