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.
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.
Bertil Hultén is Professor of Marketing at Linnaeus University, Sweden.
Inhaltsangabe
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
Introduction Chapter 1: Sensory Marketing Principles Chapter 2: The Sensory Brain Chapter 3: Sensory Principles for Vision Chapter 4: Sensory Principles for Sound Chapter 5: Sensory Principles for Smell Chapter 6: Sensory Principles for Touch Chapter 7: Sensory Principles for Taste Chapter 8: Multi-Sensory Principles
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
Introduction Chapter 1: Sensory Marketing Principles Chapter 2: The Sensory Brain Chapter 3: Sensory Principles for Vision Chapter 4: Sensory Principles for Sound Chapter 5: Sensory Principles for Smell Chapter 6: Sensory Principles for Touch Chapter 7: Sensory Principles for Taste Chapter 8: Multi-Sensory Principles
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