Sensory Marketing An Introduction

Bertil Hultén

Informasi Umum

Kode

20.21.1411

Klasifikasi

658.8 - Marketing management, Management of distribution, Marketing goods, Marketing services, merchandising

Jenis

Buku - Elektronik (E-Book)

Subjek

Marketing

No. Rak

Dilihat

150 kali

Informasi Lainnya

Abstraksi

Sensory marketing offers companies and marketers a new approach in delivering consumer value, consumer experiences and brand as image through multi-sensory brandexperiences. It allows companies to get in touch with the individual’s body and mind and to establish closer and stronger cognitive, emotional and behavioural relationships. There is a need for alternative approaches based on how companies might attract individuals to their brands, products and services by applying a sensory marketing framework.

The aim of this book is to assist students, researchers and practitioners in understanding the ideas behind sensory marketing. My goal is to provide a conceptual foundation for developing a sensory marketing framework in identifying the main concepts as well as an understanding of these various concepts from different disciplines that are currently available. I cover the most well-known philosophical and theoretical foundations of sensory marketing based on its connections to the other disciplines and its theoretical foundations.

This book covers many of the most common concepts and theories available to researchers and practitioners in answering different research or business questions.